Notes

Building YOUR ORGANIZATION with Blogging - Part 3: The "How"
Blogging: The "How"

Develop a plan and concentrate on a distinct goal

In order to use your blog to help expand your business, it can't be a random gathering of daily thoughts. People will expect you to discuss everything about your organization, but you have to create and maintain your blog with a specific purpose in mind. Is it to showcase employees? Provide information related to your field? Recruit new employees? There are plenty of possibilities, and you need to decide which way you're going before you ever launch your site. Define your audience, what its needs are, and how far better meet those needs. If you are having trouble choosing a direction, you might want to launch multiple blogs, as was done by Stonyfield Farm and Ice.com. However, if you are not used to blogging, it's probably best to start with one.

Identify the editor and retain an authentic voice

Effective blogs are high maintenance--they need to be updated regularly to keep the interest of journalists, customers and se's. You should decide on an editor immediately. If you decide not to edit it yourself, be sure to choose someone who has enough time, whom you trust, and who comes with an engaging writing style that will draw in readers. Above all, don't allow your PR department write your site. Bloggers will figure it out, and it will cause your blog to reduce all credibility.

Find the appropriate tools

There are way too many blogging tools to list on this page, so the best strategy would be to research what's out there and what will best meet your organization needs. Blog tools range between completely free resources like blogger.com to highly specialized resources that offer all the bells and whistles you could ever want. Also, new tools are added on an daily basis. If you want to be overwhelmed with options, go to Google and type in "blogging tools."

Facilitate discussion and be open to comment

Part of the selling point of blogs is the interaction they fuel. Every time you post, you should make an attempt to start a discussion, either among your employees or with your customers. Plan topics that may start the initial discussion and ensure your editor is prepared to post as had a need to obtain the conversation going. You should also ensure it is a two-way conversation by including an easy way for readers to respond.

"Permit both positive and negative posts on your own blog, and answer comments made on other blogs pertinent to your neighborhood of focus," says Katherine Heires in her article, "Does YOUR ORGANIZATION Belong in the Blogosphere?." "Respond in a professional and business way. Unless you want to hear from your own customers and critics in a public environment, don't blog."

Update regularly

Blogs are high maintenance. That's because, for a blog to be effective, it must be updated at least once a week. According to marketing writer Brian Quinton, "Nothing kills off consumer interest--and therefore internet search engine interest--like a dead blog. Give more info to check the blog site regularly."

Drive and analyze traffic

You can't just let your blog sit there and hope people will see it. Use any existing newsletter to announce and promote your blog. Link to it from your own website. You can even boost your search engine ranking positions by using keywords and key phrases with which you desire to be associated.

You also want to analyze how your blog is being used. Be sure you have the tools set up to learn who reads what, when and where. This will assist you to better adjust your strategy and meet your customers' information needs.

Monitor occasionally

Unfortunately, you can't just let your site go and hope everything works out all right. Periodically check discussions and see if they flow the way you intended and when they meet your goals. If they don't, you may want to rethink your blogging strategy.

Final Word

Blogs probably aren't the final great word on marketing, but they are here to remain. If you need to get your name out on the Internet and prove you take your visitors seriously, consider blogging.

"The phenomenon is real," says Andrew Sullivan in his article, "The Blogging Revolution." "Blogging is changing the media world."

Andrea's writing background includes features, editorials, reviews, profiles, poetry and fiction. She was the winner of the MOTA short story contest in 2002 and received honorable mentions for fiction from Writer�s Journal magazine in 2002 and 2004. Andrea served as editor of AVA (Advertise Virginia) Magazine from 2005 to 2006. Have a look at her blog at http://creativewithwriting.blogspot.com.
Website: http://www.pearltrees.com/mcgowan65pham