Wednesday, October 10, 2007

20 reasons a business should NOT blog

Not all businesses need to have a blog. In fact, some should avoid blogging like the plague. Should your business have a blog? Well, there are some good reasons NOT to blog.

20 Reasons a Business
Should NOT Blog

Don't blog...if your business:

(1) Doesn't need customer feedback, and doesn't value their suggestions.

(2) Is afraid of harsh or challenging comment posters, or discussion of real issues, i.e., blogocombat.

(3) Has no need to drive traffic to a corporate web site or ecommerce application.

(4) Has no employee with genuine passion, expertise, and customer relation skills, to act as the company's blogger.

(5) Has no interesting stories to tell about how your products have solved problems for users, how your company got started, or lessons learned along the way.

(6) Is fearful of "losing control of the message" -- which is probably a non-differentiating, feature-driven, "we-oriented" message that's boring and alienating customers anyway.

(7) Has no need of media coverage by trade journalists who search blogs for news items, controversies, and emerging trends.

(8) Is not willing to spend a fair amount of time (several hours per week) writing blog posts, replying to comment posters, and contributing comments to other blogs relevant to your industry or audience.

(9) Is not "into" computers, social networks, YouTube, etc., and does not care about customers who are.

(10) Does not care about educating customers about product usage or industry trends.

(11) Has no need to establish online credibility and thought leadership.

(12) Is not interested in attracting online shoppers or providing material for online information seekers.

(13) Believes in commanding and controlling, rather than engaging in conversations with the public.

(14) Hates getting down on the level of customers to learn what their real problems and needs are.

(15) Is resistant to new technology, even when operating a blog is as easy as using email.

(16) Is indifferent to the young "digital native" generation, who use blogs and other web tools as naturally as you use a telephone.

(17) Has no interest in engaging in damage control via a platform that bypasses editors and media filters, when bad press about your company is all over the news.

(18) Never has a need to explain, clarify, or stimulate controversy and debate about issues relevant to your industry.

(19) Is totally satisfied with conducting Business As Usual (which generally leads to Business As Over).

(20) Cannot commit to being truthful, transparent, and trustworthy, by displaying corporate values and goals in a public forum.


Anonymous said...

Oh, am I tempted to forward these to my boss! Reads a lot like the inner-monolouge in my head whenever my company had "those" conversations, especially with the whole "staying on message" part.

Anonymous said...

How about my favorite, "Because everyone else has a blog."

steven edward streight said...

Seth E and Darrin Dickey: thanks for the astute and sad remarks.

These "list" posts are fun to write and get good traffic. People like lists, like the Letterman style Top Ten, etc.

"Staying on Message" is bullcrap. The real message is: we listen to our customers and design our products to their actual needs and suggestions.

That's the solid message consumers want to hear.

"Because everybody else is" is one reason why I'm not on FaceBook. I have many others.


Anonymous said...

Vaspers, that list rocks. I think about the futile attempts I made at my last company to get management to understand the value of investing in dialog with customers. This list and a little reverse psychology may have been more impactful.

steven edward streight said...

For what logic cannot achieve, keep some sarcasm up your sleeve.

Sometimes the best answer is to parody, satirize, or comically poke fun at the dumbos who think what they don't "get" is also what their customers don't care about.


Unknown said...

Thought you'd get a kick out of the Dilbert cartoon in this post I wrote about why most companies shouldn't blog

Anonymous said...

BL Ochman Dilbert Cartoon on Why Most Businesses Should not Blog

Anonymous said...

Yep, #20 is my favorite. I've come to the opinion that not necessarily every biz needs to blog...but they all must listen.

I can't imagine how to run a biz without listening to all of this thought leadership, insight, needed improvements and preferences being handed to them. So I've started using the risk and comp. disadvantage arguments with them. Seems that's what opens them up a bit. That's sad.

Pigtown*Design said...

I worked (briefly) for a marketing company in the city where I live. They did a lot of interactive web-based things. When I suggested starting a city blog, I was shot down like a duck. Too much time, not enough readers, you don't know what you're doing. The next week, my personal blog was mentioned in the Washington Post. Hmmm. Still no blog from them.