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2:17 PM | Posted by
ZachBosch
I've just decided that I really like B.L. Ochman. I've just read her article on blogging, and why a company should not engage in it, and then at the bottom, I come across a related article entitled "Seven Reasons Your Company Should Be Blogging". The first article has some very straightforward reasons why companies should not be engaging in blogging including the immense amount of time that blogging takes, the difficulty many companies have in relating to their public, ie. not speaking with a corporate voice, and the fact that many companies seem to think that blogging is an appropriate substitute to advertising and marketing. Ochman also points out that most bloggers (companies) tend to blog about what they want their public to hear, not what their public wants to hear. Blogging in a business sense seems to me a very dangerous road to travel considering how simple it can be to alienate a public by trying to bridge the gap between "company I buy things from" and "this company thinks I care what they have to say?".
The second article, though, opens up a whole new realm of possibility. Companies today are more and more portraying a "human", "relate-able" image. The first two companies that come to mind are Apple and Google. Google actually has their own blog, and apple has something similar-apple.com/hotnews/. Both of these companies are very well known for how easily their publics relate to them, they're both very "human" companies.
The best advice that I read in either article is this: A blog is not a quick fix - the results come in the long term, the same way they do with PR.
My closing thoughts are: If you want people to be able to relate to your company, see you as human, then a blog is a possible aide, if you want to revolutionize how your company is viewed overnight, it seems that a blog may not be what you're looking for.
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