To Blog or Not To Blog—That Is the Question

Blogs are the latest trend in online communication. A popular blog can bring massive attention to a business, product, issue, or campaign. In addition to the people who frequent the blogosphere, as the blogging world is called, blogs are increasingly referenced by mainstream and online media and so, can be powerful marketing tools.

What is a blog?

A blog is similar to an online newspaper column. A blogger writes commentary on a particular topic and posts it to his or her blog. Blog readers can subscribe to a variety of blogs and receive any new postings automatically. Blogs can be a good alternative to sending out information via email, because many people becoming overwhelmed by the amount of email they receive and, as a result, are opening fewer emails and reporting as spam those they do not remember subscribing to.

Characteristics of blogs

Blogs traditionally have an informal "shoot-from-the-hip" tone. The feeling to project is that you are giving your readers the straight scoop rather than calculated spin. If you can pull it off, it's a great way to connect with other enthusiasts in your area of expertise. Because readers can respond instantly to your postings, a real sense of community can develop around blogs and you can find out what people really think.

Advantages and Disadvantages

It's easy and cheap to create a blog. Anyone can go to sites like Google's Blogger or MSN Spaces, sign themselves up, and start posting. Many web hosts are also adding blogging tools, like WordPress, to their list of offerings for no extra charge. If your blog draws enough visitors, you can even sell advertising space and make money on it. But the biggest reasons that businesses are blogging are to be perceived as a leader in their fields and to gain publicity that would be difficult to achieve any other way.

However, the lack of editorial control on blogs has gotten people into trouble. The informal nature of blogs and sheer speed of publication lead some to say things they shouldn't. Care needs to be taken so that you don't project a poor image of yourself, your business, or someone else's—particularly if they pay your bills.

Reality vs. hype

In spite of all the exciting talk about blogs, only 4% of internet users have ever knowingly subscribed to one, according to ClickZ. The 27% who are reading blogs are either finding them though search engines or by customizing their home pages on sites like My Yahoo!, Firefox's Live Bookmarks, or My MSN. Don't discount the fact that the vast majority of people have no idea how to subscribe to a blog, so even if they read yours, they may never return.

There are something like 10 million blogs out there and more every day. Without genuine, compelling content you won't break through the pack and your readership, like most, will stay small. On the other hand, bloggers are famous for finding and linking to other blogs, so the readership of a great blog can expand exponentially.

Should I start a blog?

A great blog can bring your organization a tremendous competitive edge. The publicity gained can be priceless, but only if you are dedicated enough and talented enough to keep your blog fresh and interesting. 

Blogs can hurt your business as well. Consider how it will reflect on your business if your blog is stale or boring. If you open your blog for comments from readers, you also have to be prepared to respond, in a timely fashion, to anything someone might throw at you.

Succeeding with a blog is like succeeding in any other endeavor. While a few will make it on luck and guts alone, most of us are better off with a well-defined plan. Before you start a blog, make sure you have supporting business goals, audience research, cost-justification, and an action plan for achievement. Blogs can pay off, but only if it's the right fit for your business.