Blogging May Not Be the Answer

375779781_44482dc707 So many marketers think that blogging’s the first step in social media (image credit: Lego blogger by minifig).  As indicated last week, on the contrary, blogging should not be the first step. Further, it may not ever be the right step for a company for a variety of reasons:

  • Time from a resource perspective: Some companies just can’t commit to the long, weekly grind that blogging demands.
  • Time from a results perspective: Others may not have six months to a year to get results. Community development and readership requires more than just a blog launch.
  • Blogging may not be the right platform: In some cases, the community’s conversation may be occurring in other venues, like social networks. Or vis a vis video and podcasts.
  • Subject is anti-social: Company or organization’s subject matter expertise does not lend itself to a conversation. Examples, defense industry (go missiles!), manufacturer of simple goods or singular products like philips screwdrivers, .
  • The required social networking to make a blog successful may be too much: Let’s face it. 2008 is not 2003. It’s not a special event to have a blog and getting one socialized requires an enormous effort. 

Research and understanding ones own

For example, at Thursday’s Forth Worth PRSA session on social media, we went through the draft Social Media Content Creation Process with a local arts organization. In our research, it became apparent that there’s not a vibrant blogging community for the arts in Forth Worth, but Facebook is a different matter. As a result, we decided to develop a Facebook community strategy instead of blogging.

Blogging offers a great series of advantages, from SEO and thought leadership to lead capture (through calls-to-action) and community development. At the same time, it’s not a panacea.

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4 Replies to “Blogging May Not Be the Answer”

  1. Oh we agree. Blogging is one of the tools in the tool chest.

    At Forrester we prescribe the POST methdology where companies should focus on P: People (understanding who they are and what social technologies they use) then O: Objective (figuring out a business goal) S: Strategy (developing a plan, and defining what success looks like) T:Technology/Tools (finally, and only just then, decide which social media tool to use, from blogs o social networks, to podcasts)

    It must happen in that order, so we never suggest picking a tool first.

  2. Ahhh, very cool, Jeremiah. The process makes sense and is similar to the open source one revealed last week. I wish we could get more of Forrester’s work for free ;) But I understand business is business, too. Hope you are well.

  3. POST is not a Forrester exclusive, not that Jeremiah said it was.

    I learned the POST method from a couple of great military instructors volunteering for the National Capital Chapter PRSA that taught me how to pass my APR exam. The only difference was that the T was Tactics, which could include everything from Technology and Tools, or not.

    GOAL (what are your goals)
    P – Publics
    O – Objective
    S- Strategy
    T – Tactics

    Oh and this was just the Planning part of a four-part process

    R – Research
    P – Planning (GOAL – POST)
    I – Implementation
    E – Evaluation

    There were a couple more acronyms to help us remember the other parts, but this response is long enough already.

    Gotta love those military guys, acronyms are their business.

  4. Great points, especially on searching to find where your own audience is congregating, and meeting them at *that* place! At my company, we’re taking clients through the same thought process.

    In many cases, we find that busy corporate types don’t have time to browse blogs, but do go to certain websites for reference info. That’s where they are often open to signing up for autoresponder-driven email series – which provide them continuing doses of useful info without their having to hunt for it. That continuing contact builds brand awareness and trust.

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