Blogging FAQ

What is a blog? A blog is a Web site where the blogger engages in a conversation with readers.

Why should my company have a blog? Blogging is a way to communicate to your audience on a personal, one-on-one level. The feedback that a company can receive via a blog is tremendous and invaluable.

What makes a blog different from a Web site, message board or forum? (i.e. when is a blog not a blog?) A blog allows easy, two-way interaction between the company blogger and the audience. Key features of a blog include comments, trackbacks, a blogroll, and most importantly, a personality. Commentary posted on a blog can and should have opinions and insight _ things you can't find on a corporate Web site or in a press release. Marketing speak is not tolerated by the blogosphere.

What is the difference between a blog and a corporate blog? A corporate blogger has support of the company and provides information that will help to accomplish the company's goals.

What can a blog do for my company that a Web site cannot do? A blog puts a human face on a company, and gives it a personality. It can be useful in obtaining free research and can tie people closer to a company by making them feel involved by commenting. A blog can increase the awareness of a company, through Web links from other blogs and aggregators.

Who should write for the blog? Someone who has a personality! A company blog should not be marketing speak. Sure, you want to talk about your products and services, but a stilted press release is not the way to go. Each post should have someone's name on it. The blogger does not have to be a known personality, but by blogging regularly, the persona is created and the audience will relate.

What if someone says something bad about my company? Be prepared. If you start a corporate blog, know that someone will say something bad or unflattering about your company. You'll also have people that will rave about your company. Blogging is a two-way street _ you get the good and the bad. The key is to use the feedback to your advantage. You have a free focus group here. Listen to the comments and reap the benefits.