By Ted Birkhahn
Unless you've been living in a cave for the past year, it has been impossible to escape the onslaught of media coverage and debate over the evolving world of blogs. From the
BusinessWeek cover story to the coverage of blogs gone bad - see the Washington Post's recent shut-down of its blog - the debate has raged over the rise, importance
and influence of the blogosphere.
Blogs have helped the average person, who has typically found him or herself at a disadvantage, establish a more level playing field from which they can hold executives,
politicians and the like, accountable. However, as powerful as blogging can be, there are inherent risks with such a medium that allows for an honest and open dialogue with
anyone and anything on any given topic. The ability to control within the blogosphere is lost from the very first time you step into it.
Given the uncertainty of this medium, it's surprising to see more and more companies getting into the blogging scene. In a recent survey of 200 marketing executives conducted
by Peppercom, 62% of respondents said a blog was an appropriate venue for companies to have an open communication with stakeholders, and 80% said the correct blog setup and
strategy could improve that dialogue.
All of this raises the question: Is the blogosphere really an appropriate place for companies, executives and others in positions of power that have everything to lose? On the
surface, the answer is no. Blogging, by its very nature, flies in the face of the conservative nature of corporate America. Bloggers represent a grassroots mentality that gives
the formerly powerless an instant voice. It creates a new checks and balances system by giving hordes of self-publishers a pulpit with nothing to lose.
Furthermore, all effective blogs have at least one thing in common: They are free of self-promoting commercialization, a common theme seen in corporate marketing. According to
the blogging survey, more than 70% of professionals found fake, hyper-promotional corporate blogs to be the biggest blunder companies committed while attempting to blog. More than
half also criticized corporations for using "obvious ghostwriting" on a blog or starting one without determining its purpose.
Surprisingly, Google is an example of such a blog (http://googleblog.blogspot.com/). Most entries are a one-way communication that read like a commercial for Google.
The blog doesn't allow readers to post comments, which is probably a good thing given the lack of compelling content posted to the site. On the flip side, two of the better
corporate blogs are Mark Cuban's (owner of the Dallas Mavericks) at http://www.blogmaverick.com/ and General Motors' blog
at http://fastlane.gmblogs.com/. Both serve as good examples of blogs with open dialogue that solicit the opinions and feedback of their key constituents. You may not always
agree with what they're blogging about, but they've got the format down and they understand how to create and sustain a dynamic and active dialogue.
Companies must break free from their own conventional - and conservative - wisdom and embrace the free-flowing nature of blogging. They must do away with the traditional
"marketing speak" and come to realize the power and influence of an open dialogue with their most important constituents. Doing so will create content that has meaning, direction
and influence.
But here's the dilemma, which goes to the heart of the debate over whether blogs are an appropriate communications vehicle for companies. The qualities of an effective blog -
unfiltered, highly responsive and commercial free - pose inherent risks to companies in today's unforgiving, litigious, Sarbanes-obsessed world. One mistake in the blogosphere
can wreak havoc on a company, its stakeholders and its reputation.
What should corporate practitioners do?
- First, evaluate the potential effectiveness of a blog by determining your communications objectives and how this medium might help you meet them. This will enable you to
gauge if a blog makes sense as part of your overall communications strategy.
- Second, corporate marketers need to evaluate the risk associated with a blog and determine if your organization's DNA is cut to handle the unpredictable world of blogs.
- Finally, and perhaps most importantly, be honest with yourself. Will your organization be able to play by the unwritten rules set forth by the blogging community? If not,
the blog will fail and put the organization at risk.
As with any digital marketing strategy, blogging is an evolving medium. So, blog away if it makes sense as part of your overall communications strategy, but look before you
leap. It's a long way down to the bottom of the blogosphere.
Ted Birkhahn is a senior director and partner at Peppercom. He can be reached at [email protected].