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5 Mistakes That Will Kill a Company BlogTyler Banfield, 07-04-2007 |
More and more companies are using blogs to contact directly with their current and future clients. However, a large percentage of these companies are not using their blogs effectively. Although a blog can be a great asset to creating a positive rapport with individuals that are interested in your company, if you are not careful, this kind of blog can actually backfire and reflect negatively on your company. After doing some research, here are the five most common mistakes that I noticed companies are making with their blogs:
Losing Focus: This has always been a problem for individuals trying to break into the world of full-time blogging, but I noticed many companies were having the same problem. Before your company ever makes it first post, you need to sit down and decide what the focus, tone and perspective of the blog is going to be. There are a lot of different ways that you can go, but the key is picking one and sticking with it.
Being Inconsistent: In most cases, companies do not need to post to their blog everyday. However, in line with the first point, you need to pick a posting frequency and stick with it. You will quickly frustrate your users if you make three posts in one day and then don't post again for another three weeks. So, whether you decide to post once or three times per week, just be sure to stick with it so that you don't frustrate your regular readers.
Not Giving Readers Feedback Options: Since the purpose of a company blog is to establish a relationship with customers and potential customers, the WORST thing you can do is remove the ability for your readers to comment on posts. Ironically enough, I found many companies that do just that. In addition to giving readers the ability to comment, you should also provide real contact information in an easy to find area. You should make sure that someone is checking the email address you provide on a regular basis and responding to inquires on a timely basis.
Over-moderating Comments: Although you should get rid of comments that are spam or contain explicit language, you can't delete every comment that criticizes your company (and inevitably, you will receive some of these along the way). Instead of deleting them, your company should take the time to write an HONEST, well-thought out response. This will show your readers that you are open to constructive criticism and have the integrity to publicly respond to it.
Not Linking Out: Many new blogs, especially those created for companies, are afraid to link to other blogs from within their posts. They are under the misconception that if they send their readers away, they will never come back. In reality, not only will they come back, but by linking to related blogs or web sites, you will gain the attention of others within your field and receive links back in return.
Losing Focus: This has always been a problem for individuals trying to break into the world of full-time blogging, but I noticed many companies were having the same problem. Before your company ever makes it first post, you need to sit down and decide what the focus, tone and perspective of the blog is going to be. There are a lot of different ways that you can go, but the key is picking one and sticking with it.
Being Inconsistent: In most cases, companies do not need to post to their blog everyday. However, in line with the first point, you need to pick a posting frequency and stick with it. You will quickly frustrate your users if you make three posts in one day and then don't post again for another three weeks. So, whether you decide to post once or three times per week, just be sure to stick with it so that you don't frustrate your regular readers.
Not Giving Readers Feedback Options: Since the purpose of a company blog is to establish a relationship with customers and potential customers, the WORST thing you can do is remove the ability for your readers to comment on posts. Ironically enough, I found many companies that do just that. In addition to giving readers the ability to comment, you should also provide real contact information in an easy to find area. You should make sure that someone is checking the email address you provide on a regular basis and responding to inquires on a timely basis.
Over-moderating Comments: Although you should get rid of comments that are spam or contain explicit language, you can't delete every comment that criticizes your company (and inevitably, you will receive some of these along the way). Instead of deleting them, your company should take the time to write an HONEST, well-thought out response. This will show your readers that you are open to constructive criticism and have the integrity to publicly respond to it.
Not Linking Out: Many new blogs, especially those created for companies, are afraid to link to other blogs from within their posts. They are under the misconception that if they send their readers away, they will never come back. In reality, not only will they come back, but by linking to related blogs or web sites, you will gain the attention of others within your field and receive links back in return.
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