Is Your Small Business Ready for a “Blog”?

What you should know about the possible benefits and potential pitfalls of a small business blog
by Doug Ziewacz | www.everonit.com

An important principle of small business technology for any company is that it should be in alignment with the organization’s goals and objectives. In theory this seems simple, yet challenges arise when we are seduced by exciting new technologies. It’s easy to get swept away by the need to “keep up” technologically speaking. My case in point is the blog. Blogs are the personal diaries of the 21st century, albeit public and subject to regular opinion, and they have taken the online community by storm. Blogs are easy to use, inexpensive, and allow the publisher or “blogger” access to a potentially unlimited web audience. Moms do it, dads do it, CEOs do it, celebrities do it, and corporations do it too, but are blogs right for your small business?

What is a blog? – The quick and dirty

Real simply, a “blog” or weblog is whatever you want it to be. Typically, a blog is a website where personal entries are posted on an ongoing basis on a variety of different topics. Blogs encourage readers to share their opinions and attempt to elicit interactions around a particular subject area or content. The blog format tends to be unfiltered, allows for comments, and is in reverse chronological order.

Why are blogs so popular?

Blogs allow just about anybody to deliver their message publicly and on a large scale. Some blogs have become so powerful and have generated readership numbers that rival traditional media outlets. Much like websites, blogs need to generate attention to get read and receive traffic. Bloggers do this by creating inbound and outbound links to blogs and blog entries. Interesting and valuable content has a higher likelihood of being “linked” or referred to in other blogs.

Could this help my business?

While “personal blogs” are what first became popular, many small businesses and even corporations are finding ways to successfully incorporate blogs into their overall business strategy. Much like newsletters, emails, and websites, blogs allow businesses and individuals the opportunity to increase web presence, web visits, and create overall awareness for their business or industry. Many business owners have attributed increased web site traffic and increased sales to their blogs. Blogs have enabled business owners to become influential in their respective peer groups and positioned them as an expert in their field. Anita Campbell, runs a very successful blog www.smallbiztrends.com and is recognized as a small business expert. Anita’s blog is a great example of how a blog can become a trusted resource on a particular subject or topic area.

Blogging is simple, but it’s not always easy

According to a 2003 survey by Perseus 66% of surveyed blogs had not been updated in two months, representing 2.72 million blogs that have been either permanently or temporarily abandoned and this number is only increasing. Perhaps the biggest challenge small business bloggers face is producing regular and relevant content that supports your core business message. Regular updates make for better blogs, whether it’s a few times a week, daily, or multiple times during the day.

Blogs are capable of helping and also potentially hurting a business if not done effectively. Because of the open nature of blogs, the possibility exists that your message could get misdirected, misrepresented, and create quite a stir for your company. Done correctly and it could possibly mean increased awareness and sales for your company

There are many resources, blogs of course, dedicated to helping CEOs and business leaders craft their messages in a way that reveals a personal flavor while preserving the core business message http://www.blogwriteforceos.com

Summary

Like any new technology a blog can be a useful tool for your business provided it is approached in a thoughtful and strategic way. Regular updates and focused content that supports your core business message is critical to your blogging success and may elevate your position to a recognized leader in the field. The increased exposure, credibility, and web traffic just might net you a few additional customers. If you’re up to the challenge then blog away!

Blogging Resources and Blogs of Interest

Blog Resources
Technorati www.technorati.com is a real-time search engine focused on blogs that is the largest source of fresh information about the global and local conversations going on all across the Web.

www.blogger.com
www.blogster.com

Blog Listings from Forbes.com
http://www.forbes.com/bow/b2c/category.jhtml?id=311

Microsoft Excel Blog
http://blogs.msdn.com/excel/default.aspx

Google Blog
http://googleblog.blogspot.com

Celbrity Blogs
Al Roker: http://www.alroker.com/journal.cfm
Barbara Streisand: www.barbrastreisand.com/news_statements.html

Small Business Blogs
www.smallbiztrends.com
www.smallbiztechnology.com
http://verneharnish.typepad.com

For more information about this article please contact Doug Ziewacz.

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