Thursday, August 25, 2005
How I can help a company that wants to blog: Part One
How I can help a company
that wants to blog...but can't.
Companies need guidance in implementing these principles in specific environments. General principles must be supplemented with applied blogology for individual scenarios within unique industry parameters.
I could reveal Everything I Know About Blogs and Usability...and it still would not be enough.
The secret to effective blogging is in the Implementation Specifications, NOT in General Guidelines.
My friend Samantha Rufo of nxtConcepts
mentioned in an email that she has some clients who want to start blogs, but are not good writers. To blog well, it takes good general writing skills, and a special writing style appropriate to the online realm, the target audience, and the firm's unique corporate culture.
Writing style and format for blogs are very different from writing style and format in print publications, and somewhat different from web site content writing.
A company that flounders around in a blog, not knowing what it's doing, will cause more harm than good for itself.
Blogging poorly is worse than not blogging at all.
So how does a blogologist approach this problem?
By offering to "ghost blog", i.e., write "for" a CEO? Should the blogologist "pretend" to be the company's CEO and craft posts that the CEO merely signs off on?
NO. This is pseudo-blogging and is deceptive, self-defeating, and counter productive.
Think about it.
If readers post comments, with whom are they interacting? The CEO...or the ghost blogger? And who replies to their comments? The CEO...or his/her staff...or the ghost blogger?
Blog readers demand to interact with, have a candid conversation with, the actual CEO, or whatever spokesperson the company decides to have as its representative.
To fake it, to substitute a ghost writer, is unethical and unwise.
To hire a blogger to write glowing reviews about a company and its products: this is online suicide. Blog readers will see through it and reject such nonsense.
I will never ghost write any blog.
I will never blog about any product for pay.
But I will do some other things, that I consider ethical, smart, and effective.
In Part Two, I'll explain what they are.
[signed] Steven Streight aka Vaspers the Grate
Posted by steven edward streight at 8/25/2005 07:49:00 PM