One Band – One Voice

By on June 5, 2007 in Blog Coach with 4 Comments

Drumline
One Band, Several Players, One Voice.  Does it work in the blogosphere?

I was talking social media with a small company today that provides a great service to their customers. Before I went in, I knew their thought was to create a single unified voice for their blog. Not several authors blogging as individuals, but several authors as a single company voice.

This is how their offline work is delivered. They work as a team. One Band. One Voice. That much was evident in my discussion with them today. Will it work in the blogosphere?

Not so much a "character" blog, though some will see it as that. I gave caution, but the thought is to introduce "the voice" at a very high level on the site – pointing to the company site that offers bios of each member of the team. Nobody will be hiding, and readers will recognize "the voice" as one consistent with the company’s output and brand.

I think it just might work in this case. Does One Band, One Sound work in the blogosphere?

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  • http://www.terrierista.typepad.com Jane Greer

    If they can pull this off, they–or you–should write a book about it. It will work only if everyone posting is so strongly and completely on the same page about WHY they’re doing it and WHAT they want to accomplish that they’re almost “of one mind.” They don’t have to write identically, of course, but they DO all have to sing the same song in harmony. One danger I see: if everyone gets to vet every post, it could turn into writing by committee, which is a snooze.
    Some pretty good blogs have multiple posters. One that comes to mind is http://www.mpdailyfix.com, but it’s more a collection of unrelated posts than “one band, one voice.” So my hat’s off to your client. It would be cool if you’d give us their name so we could watch!

  • http://www.allthingsworkplace.com Steve Roesler

    Mike,
    I think I get what they think they want to do, and why.
    Here’s the first thing that struck me: If I saw multiple contributors singing exaclty the same song about what they do, I’d call it advertising and click to another blog. What is so appealing to me in the blog world is getting to know the unique personality and character of each writer by their voices, thoughts, feelings, and stories. There are a hundred people who I believe would not surprise me a bit if we met in person. Who they are shines through their writing in a million ways.
    Now, I’m rooting for your client because it sounds as if they really are purpose-driven. I would urge them–as I’m sure you already have–to write about the compay’s focus but from their personal viewpoint in a personal way. If it seems too corporate it could backfire. One thing that could help is NOT look at each other’s stuff.
    The other thing that wasn’t mentioned was editing. Does the company have an editor standing in the wings? If so, that person’s role should be to correct grammar, spelling, and syntax and not touch content.
    I’m with Jane. It sounds like an adventurous undertaking, I wish you and them well, and if there is some way to see the “product” when the blog is published, that would be interesting.

  • http://www.converstations.com Mike Sansone

    >Hi Jane, We’ll keep you posted. After a lengthy discussion – I believe they can succeed, but it will take some effort. Their creatives, so I don’t anticipate a snoose:-) More info to come as it unfolds.
    >Hey Steve, Sound advice – thank you. One thing I like about their idea is their subject is more the end product (what they know their target values) rather than how they work (a sales pitch). Knowing this group – they’re up for the challenge.
    Thanks for you insights. Helps me, helps them.

  • http://brainbasedbiz.blogspot.com Robyn McMaster

    There are some blogs where several authors contribute. Mike Wagner, for instance, blogged at Marketing Profs and at his own site, Own Your Brand. I prefer to check out his work more at his own site than what he does elsewhere because in a sense he truly owns his brand.
    In the other sense the bloggers might simply be talking party line.

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