Business Blogging

There are many major companies that use blogs, web-based commentary sites written in conversational manner, to establish a competitive advantage in the digital marketplace. As companies have discovered, blogs are an inexpensive way to influence the public and media conversation about your business, enhance brand visibility, and get to know your customers. It's estimated there were 60-plus blogs produced by large corporations like Boeing, Google, Hewlett-Packard, IBM, Microsoft and Yahoo. But it is not necessary to be a Fortune 500 company to take advantage of launching a blog in cyberspace. Here are some tips to keep in mind if you are considering creating a blog for your company:

Find a focus. What are your expectations with a corporate blog? It's easy to go off-topic and talk about every facet or your company, but you will lose your audience. Ask key questions before launching a blog. This will help you to focus in what you are really trying to show about your company.
Connect with your readers through an about page and welcome message. One of the best ways to make a lasting impact is to connect on a personal level with your readers. That means letting them know who you are and what your background is. And you should do it. It's always frustrating to have to click on a dozen of links before finding who writes a blog - if you're interested of course.
Don't get seen naked: Never launch a blog with fewer than 5 posts. In the blogosphere you typically get just one shot at impressing a visitor or fellow blogger. Too many new bloggers throw up two posts and then start working on promotion. In the world of blogging, you are selling yourself and your writing. If you can't give people a fully dressed picture of what your blog is all about and what type of writing will be on it, then why should they throw a link your way, or subscribe to your RSS feed?
Be real. Don't let the PR department to write your blog, this will cause you to lose credibility. Express your passion for your work, product, and company as well as some asides on your own interests away from the company.
Make it a group thing. Allowing many employees to contribute their thoughts to the company blog evokes a feeling of community among readers.
Open communication. Make sure your blog allows readers' comments, positive and negative. If you don't want to hear from your customers and critics in a public environment, then you shouldn't launch a blog.
Keep it fresh. You should update your blog regularly, at least once a week; this will make your blog successful and relevant.

Also, it's important to emphasize that it takes time and dedication to build a good business blog. Of course, you need time to write posts, but you also need time to reply to comments from readers, monitor other blogs, keep up with the latest industry news and build relationships with other bloggers within a community. The blog is an excellent tool to create a favorable climate that will boost your company's image and presence in the cyberspace and also will drive you a boost on your sales.

Learn more about this author, Wilfredo Figueroa.
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