Many corporate blogs have trouble gaining followers. Their blogs can sometimes have an unclear focus, or the focus is to advertise products. David Meerman Scott, a successful author and blogger, came up with his top five corporate blogging mistakes. In this post, I will evaluate Scott’s advice and decide if these mistakes are things that really should be avoided.
Scott saw corporations starting blogs without first following other similar blogs. If a company is new at blogging, it is hard to create one without first reading and commenting on other blogs. This was good advice because after looking at many different blogs, a company can have an idea of what works and what does not. I feel that commenting on blogs first helps to “exercise your blog voice.” A post from Corporate Eye also listed this as a mistake among corporate blogs.
Companies sometimes write ONLY about their products and services. This is a huge mistake! I agree with Scott’s suggestion that instead, organizations should blog about a subject that would interest the target audience.
The mistake that I found the most important to avoid was when companies focus on one-way propaganda. Companies are engaging in one-way communication when they only have links that go to their own site. This lacks credibility. Readers want to see companies become part of the online community. A company can create interest by leaving comments on other blogs and joining in on a conversation.
Scott pointed out that corporate blogs are usually boring. These tend to use all of the default settings and do not look any different from any other company’s blog. I agree that a blog needs personality to stand out. I liked Scott’s suggestion that a creative custom header, designed just for a company is a great way to attract interest.
The last mistake that Scott mentioned is that companies fail to utilize the “About” page. I think it is important for people to get to know who a company is so the reader will be more likely to engage. I think that companies should spend time thinking about what they want they reader to know about the company, and then place that on the “About” page.
I found all five of these mistakes easy for corporations to avoid. Scott gave quick solutions to correct these problems. If these blogging mistakes are eliminated, then a company is bound to see more followers and success.
Renee Lazer Bayliss said,
March 27, 2009 @ 9:42 pm
I agree that CEO bloggers have much to learn from Scott’s “top five mistakes.” Several important characteristics of social media such as dialogue, transparency and authenticity, community, and providing valuable content to audiences have been ignored by poor corporate bloggers. It would be a good idea for them to put themselves in the shoes of potential readers and ask themselves, “why would I want to read or return to this blog?” What do they have to offer that is useful and new? Who cares?!
These are some great points that suggest that corporate bloggers could benefit from researching the nature of the medium. It takes time to adjust to a new mode of communicating, which is probably why they seem to still be writing blogs in the style of a press release or internal memo.
Jacalyn said,
March 28, 2009 @ 8:55 pm
I agree that is important to do research before starting a blog. Not only can you see examples of what is good to incorporate into your blog, you can also see what not to do. I also agree that it is more important to talk about subjects that interest constituents rather than just boosting products. Most of the time people already know about products and have seen advertisments, when they go to a corporate blog they want to hear about what the company is doing right now or how they are improving customer relations. Making the mistake of having a blog dedicated to product promotion can cause a loss in support and sales. Anything one-way can be detrimental to a company. Customers and other stakeholders are actively seeking two-way communication and want their voices heard. To just pitch an idea to stakeholders through a blog would be a mistake, I agree. I also agree with you Blair when you say it is important for a reader to know something about the company in order to engage them in the blog. I think that the “About” me page will enhance the relationship between the reader and the blogger and will benefit the company in general by creating more trust.
Veronica Nalbandian said,
March 30, 2009 @ 2:52 am
I definitely agree that looking at other blogs will help you start your own blog successfully. By narrowing down what you like and don’t like, you are potentially looking from the perspective of your consumers. Most likely, what you don’t like, they also will not like. I also do think companies should tone down the advertising of their brands and companies. People will go on your blog because they have an interest in your company. Leave the advertising of new products and such to the website. The blog is for the consumers and they will be able to tell when you are trying to talk to them instead of with them by the references to the advertising.
THE Corporate Blog « Blair Garka’s Blog said,
April 6, 2009 @ 4:38 pm
[...] a successful blog. (Just be sure to avoid the top five corporate blogging mistakes in one of my previous posts!) Possibly related posts: (automatically generated)In the spotlightNewly discovered fun [...]