Purpose of the business blog
Arbitrarily launching a corporate blog is generally not a good idea. Any platform for intimate
conversation between business entities and their interested public has to be carefully
planned. For businesses, blogs are marketing vehicles. Even if the president of General
Motors decided to write about pruning bonsai trees, his name would still be linked to his
company, and one false or poorly worded comment could dramatically impact the public??™s
perceptions of the software giant??”whether it was intended or not.
A business blog has to have focus, goals, and purpose; it needs to exist for a set of tangible,
real-world reasons that can be quantified (or at least qualified) to justify its existence.
The worst possible reason to start a business blog is ???for the heck of it.??? Readership and
participation will be much stronger if the content is consistent and relevant.
Tell the news
One of the most intriguing and reader-snaring aspects of blogs is their near-realtime delivery
of news. Almost anything significant that happens in the world is blogged before being
picked up by the media, and the public actively looks for that exclusive, first-on-the-scene
information.
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