I’m way tardy in posting takeaways from THE BLOGGING ENTERPRISE Conference. Alexander Muse and Scott Allen have provided full coverage and links to others covering all the goings-on from the conference so I'll refrain from regurgitating what's already been gurgitated.
As I mentioned in an earlier post, I was on a panel discussing using blogs/blogging to position a company as a thought leader. Joel Greenberg from GSD&M superbly moderated the discussion which also included Charles Bess (EDS), Scott Rehling (Lava Studios/UT Football Vlog), and Todd Watson (IBM).
During the panel discussion, I shared the following thoughts:
Blogs help small companies look bigger and allows big companies to get smaller.
When it comes to blogging, business size doesn’t matter. Since we are all using the same tools to blog, the playing field is level. Thus, small businesses can look bigger in the minds of customers by having a blog presence. And big businesses can get smaller by carrying on conversations with customers on a blog.
It’s less what you say and more how you say it
One barrier businesses face when deciding whether or not to blog is the issue of “what” should they blog about. That’s the wrong question to ask. It doesn’t really matter what a company says in its blog because customers are starving for any information that goes beyond a sound-bite from a commercial or a blurb of copy from an ad. What matters more is HOW a company says what it says. A company blog should be written in a genuine, forthcoming voice that shows personality and doesn’t succumb to hubris-heavy marketing speak. Think tonality, tonality, tonality.
Have a take and don’t suck
That’s the Jim Rome philosophy to good sports talk radio. This approach also applies to blogging, especially for individual bloggers wanting to get their message heard amongst the millions of other blogs competing for people’s attention. Having a take is about being interesting to get people interested. Not sucking is about being passionate and compelling. Wanna position yourself as a thought-leader? Then, have a take and don’t suck . Dig?
Recent Comments