{"id":27041,"date":"2011-09-10T21:05:56","date_gmt":"2011-09-10T20:05:56","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=27041"},"modified":"2011-09-10T21:08:44","modified_gmt":"2011-09-10T20:08:44","slug":"make-your-blog-a-destination-not-a-bump-in-the-road","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/make-your-blog-a-destination-not-a-bump-in-the-road\/","title":{"rendered":"Make Your Blog a Destination, Not a Bump in the Road"},"content":{"rendered":"
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The following is by G. A . “Andy” Marken, President of Marken Communications<\/span><\/a> Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the opinions of the rest of the ABT staff.<\/strong><\/span><\/span> \u2013Mark Poppin,<\/span> ABT Senior Editor<\/span><\/span><\/strong><\/h6>\n<\/blockquote>\n

As we have seen around the globe, the democratization of media and social power is at the root of social media.<\/p>\n

It has put bad governments, bad companies, and bad products under the microscope.\u00a0 It has helped good companies, good products tell their story.<\/p>\n

Social media has made it harder and harder to tell people what they want and must buy through repetition and psychological manipulation.<\/p>\n

Each social medium has its strengths and weaknesses; and if there was one right, one best solution for every company, every executive life would be so simple.<\/p>\n

There isn\u2019t!<\/em><\/strong><\/p>\n

But as a business executive your blog is a tool that can benefit the company and you because it is you expressing\/translating your organization\u2019s thoughts, ideas, goals to people around the globe.<\/p>\n

True, it can get your brand more exposure and it humanizes the company\/product; but more importantly, it can provide value to your customer and partner.<\/p>\n

It enables them to share information, ideas with you regarding the company, products, and plans.<\/p>\n

Done properly, you get more than you give.<\/p>\n

O.K., so you\u2019ve decided it\u2019s time to move your company, your thoughts into the blogosphere; but like any good professional, you want to know the guidelines, the rules of engagement.<\/p>\n

There aren\u2019t any!<\/em><\/strong><\/p>\n

Have ideas, thoughts, information you want to share?\u00a0 You can use social media to share information not just about your products and your company, but about the industry and trends. It will allow people to understand what the company and the product or service you stand for. You do stand for something\u2026right?<\/p>\n

Once you begin, there\u2019s no turning back.<\/p>\n

Posting because you think its cool or the thing to do and then deciding you\u2019ve had enough \u201cfun\u201d makes your company, your brand and you seem stale to people out there.\u00a0 Also, keep in mind, a quiet blog that doesn\u2019t have new information, new news or new ideas says you\u2019ve run out of gas and there\u2019s nothing left.<\/p>\n

\"\"<\/a>Start by remembering one humbling fact\u2026your brand is not yours.<\/p>\n

You can\u2019t control it, protect it, or even own it.<\/p>\n

Oh sure, you think you can, but you\u2019re wrong.<\/p>\n

Your community owns your brand and you\u2019re their custodian, their interpreter.<\/p>\n

Remember, it\u2019s called social media for a reason; and the most important part of any social exchange is listening.<\/p>\n

You\u2019re Their\u2019s<\/strong><\/p>\n

Don\u2019t spend so much time deciding what you\u2019re going to say (post) that you forget you\u2019re their<\/em><\/strong> audience too.<\/p>\n

You can\u2019t force your products onto folks anymore, so don\u2019t even try.\u00a0 Instead, if you listen and acknowledge, people will help you be successful.<\/p>\n

The key to getting people to come to your blog is to provide timely, quality content.\u00a0 \u00a0Keep your discussion relevant, well-written and insightful. \u00a0Provide your readers with content that they desire, and they will show up.<\/p>\n

Don\u2019t be afraid of being a person\u2026its O.K. to express an opinion, idea and ask a question. Then, like a good brand steward, answer\/respond in a professional personalized manner.<\/p>\n

The more you have an honest give\/take, the more you will learn how to improve your company, your policies, your products, yourself.<\/p>\n

These people aren’t going to sift through boring press releases.<\/p>\n

Your blog should be a quick stop for anyone to check up on the latest company\/product happenings.<\/p>\n

Share the company plans, ideas and don\u2019t worry about your competition stealing your thunder.\u00a0 If they don\u2019t already have their \u201csources,\u201d then they probably aren\u2019t smart enough to figure out where your blog is to steal ideas.<\/p>\n

Speaking of competition \u2013 and yes, we all have them \u2013 your blog isn\u2019t a place to trash them or race them to the bottom of the price pile.<\/p>\n

Yes, everyone seems to be in a rush to sue the other guy; and the legal filings make your company\/you sound like the scum of the earth, but that\u2019s \u201cnormal\u201d legal talk.<\/p>\n

No Trash Talk<\/strong><\/p>\n

Trash and negative discussions in your blog aren\u2019t appreciated by anyone\u2026least of all your supportive leaders.\u00a0 If you must address issues, explore them in a positive manner from the company\u2019s\/your perspective.\u00a0 Taking the high ground and keeping a positive focus builds a world of goodwill.<\/p>\n

Everyone in the industry is faced with tremendous price competition and there\u2019s always someone who is willing to sell \u201csomething\u201d cheaper.\u00a0 Your blog provides an excellent opportunity to express\/explain your selling proposition, the added value you provide to the customer in a friendly, conversational manner.<\/p>\n

Consumers aren\u2019t really interested in a cheap something, they want something they can identify\/bond with and your blog can help people do that.<\/p>\n

Remember the value lasts long after the price is forgotten.<\/p>\n

\"\"<\/a>Focus on getting people involved.\u00a0 That means showing there\u2019s a human on the other side of the screen, not an automaton.<\/p>\n

Ask questions in every blog posting and give answers promptly, accurately, clearly (not in corporate or legal speak).<\/p>\n

Provide your readers with content that they want and they\u2019ll show up\u2026and keep coming back.<\/p>\n

We\u2019ve had the occasional client whose product has received a less than four-star review\u2026actually, there\u2019s always something negative even in the most positive review.<\/p>\n

But good or bad, it\u2019s out there and it will stay out there\u2026forever.<\/p>\n

Don\u2019t be afraid to link to the review \u2013 good, bad, mediocre \u2013 and use the opportunity to reinforce the strong points and discuss the weak points.<\/p>\n

Acknowledge the negatives, provide reasons why it was an inappropriate conclusion from your perspective \u2013 if it was \u2013 and acknowledge the criticisms as possible shortcomings.<\/p>\n

Then ask your readers if they had similar experiences or what they think you should do to correct the situation\u2026short of hanging the reviewer.<\/p>\n

Showing that you\u2019re listening and are willing to listen wins more loyalty points than berating the review.<\/p>\n

Ask, They\u2019ll Talk<\/strong><\/p>\n

It\u2019s surprising how smart customers really are when they are simply asked.\u00a0 It is the least expensive market\/product research you can do!<\/p>\n

If they feel they are heard, see the feedback incorporated or openly discussed with them, it\u2019s surprising how they\u2019ll support and bond with the company, the product and you.<\/p>\n

The really lightning strike ideas deserve to be recognized publicly; perhaps even rewarded with cash, product or service.<\/p>\n

Contests and giveaways are another way to give back to your readers.<\/p>\n

Do something unexpected once in a while, to keep readers excited about your blog so they\u2019ll keep coming back and recommending it to their friends.<\/p>\n

Speak, Listen<\/strong><\/p>\n

Before jumping in to your blog with both feet, figure out what your strategy will be and establish a tactical timetable (how often will you post) and keep to it.<\/p>\n

Your efforts will vary but can include tips, tricks of the trade, news, how-tos, interviews, business activities, industry activities and analysis of activities\/trends.\u00a0 \u00a0You can also invite guest posts from your best readers.<\/p>\n

Talk with your marketplace, your partners\/publics.<\/p>\n

\"\"<\/a>Be a part of the community\u2026a prominent part of it.<\/p>\n

# # #<\/p>\n

by: G.A. “Andy” Marken<\/strong><\/p>\n

President<\/strong><\/p>\n

Marken Communications Inc.<\/strong><\/p>\n

Andy@markencom.com<\/a><\/strong><\/p>\n

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\"\"<\/a>Social media, the internet, mobile phones, and e-commerce have permanently changed the way we all see our place in the world of buying and selling.<\/p>\n