A fellow Social Mediaticialist recently asked my opinion: "Should every business have a blog?"
My answer surprised me.
No.
A few years ago, I would have answered differently.
Now, I believe every business could blog. But I no longer think every business should blog.
Many companies are outsourcing all their social media – and while there are ways that can work, there a few ways outsourcing can backfire. Unless the voice and tone of the business (better said – the people of the business) comes through, it can be a slippery slope. It's one reason I offer Google Voice for Blog Posts.
There's also the question of purpose. What does the company want to accomplish by their blogging efforts (or the expense of outsourcing)? Without a purpose, a bottom-line gain, many companies won't endure.
Engagement. What about engagement? If a business really doesn't give a hoot or nanny about engaging with others – punt. There's no reason to cloud up the conversphere with their marketing push if they aren't willing to put on some ears.
Page depth, and awareness, and findability are all great reasons to blog. But I don't think they should be the main reasons.
L.E.A.R.N. – Motivator of Conversation
Photo on Flickr by toffeehoff
