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Putting B-Blogs Into Action
Continuing on from our last session on business blogs (b-blogs), we
will now see how we go about getting one into action and working for us.
Firstly, lets review our current position and think about
where we want our b-blog to fit into our overall business strategy on newsletters or other
regular publications that a business provides.
- Complimentary. A b-blog isn’t intended to
replace a regular newsletter. Instead it should extend and complement any newsletter
strategies that seek to inform customers and prospects in a way that increases the
perception of business expertise or leadership in its chosen market.
- Timely. Business does not operate in the highly
controlled, scheduled manner of a newsletter. More often than not there is a desire to
communicate a hot new development to our customers – prospects – partners or
employees, the same target audience that receives a newsletter. Except, we want to do it
“now”, not wait until the next newsletter. This is where a B-blog can bridge the
time gap of your regular newsletters.
- Educational. A b-blog is a place to inform. A b-blog
conversation should be about four to five sentences of straight, useful content about a
specific item, bit of news or knowledge. A carefully crafted marketing masterpiece it
should not be. It should be thought of more as marketing tool to inform and educate.
- Flowing. A newsletter is usually very structured and
static, whereas a blog is more current and an ongoing dialogue. The flow of short,
conversation like communication is more likely to build knowledge-sharing platforms and
communities of people with similar interests. The outcome is usually the development of an
extensive base of information that becomes important not only to the business but more
importantly to the readers who contribute.
- Archivable. B-blogs not only serve the same purpose
as FAQs (Frequently Asked Questions), but will often far extend the concept. Libraries of
B-blogs can be automatically archived. Better still they're searchable, readers can easily
retrieve the information they need, when they need it even if it’s not current.
The "How-To" of building a business blog
With a good sense of where you want to end up, how do you
get there? A few initial steps you can take:
- Have a plan. Like any good communication method, it’s
necessary to have goals and objectives. Identify the audience, find out its needs, and how
best to meet those desires.
- Identify the editor. Find the best person in your
organisation to take on the role of host. Be aware that after a time a business blog will
tend to develop a personality, usually similar to that of the host who is maintaining it.
- et the right tools. Regardless of what you are trying to
achieve you will need the best tools to accomplish the task. Always conduct a thorough
search of the Internet to see what's available and what's the best fit for your business.
There is a many and varied range of great tools already out there – better yet new
systems are being released every day. If you are having trouble getting started try the
tutorial on
blog tools.
- Have guidelines. Business blogs, like other blogs' tend to
be fairly free flowing in their nature. In today’s environment it is important to
establish the basics and standards for those people who will be responsible for its online
publication. Things like privacy policies, confidentiality, product guidelines, and those
issues that may not be appropriate or acceptable.
- Encourage participation. Before getting started, think about
those topics that will encourage the initial discussion. Remember most readers will
probably be a bit shy about being first to share. Make sure the b-blog host or publisher
has thought about a topical subject to promote an initial exchange and get the
conversation flowing. Don’t forget to include an easy way for readers to respond.
- Promote site visits. Use staff contact, e-mail or the
business newsletter to announce and promote the b-blog. Put an icon or link to your b-blog
on the front page of your web site.
- Analyze and Monitor appropriately. Make sure you know who
reads what, when, and where. Periodically check on discussions taking place ensure they
flow the way in a manner that was anticipated and are meeting everyone’s
expectations. If not refine your approach based on the feedback and analysis received.
Arthur Hissey
Computer Research & Technology
www.crt.net.au
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