By Elmer on July 8, 2009

One of the challenges I face when I try to encourage businesses to add more meat (read: content) into their websites is that most response I get is that either a) they think their website already contains all information needed b) they don’t know what content to write.

When I start preaching the importance of blogs, they are either unsure if this is possible or even necessary. Blogs can bridge the gap between a company and its customers. It’s a casual way of communication that benefits both parties. Perhaps it’s a good idea to enumerate the benefits of setting up a blog within a company website.

• You can promote new products, features, version updates in a casual, personal tone
• You can post an elaborate response to commonly asked questions supported by videos, photos and examples.
• You can announce company news, new staff hires, job vacancies or even company trips that somehow awkward to place on a press release page.
• You can provide set your company as an example of how to handle customer complaints, questions and be a model in handling customer support the best way possible.
• You can create brand awareness through blog entries on company initiatives such as partnerships, sponsorship and social responsibilities.
• You can respond immediately to questions raised by visitors through the moderated comments section.
• You expand your company’s reach as your readers/subscribers/clients can easily access your company’s update without necessarily going to your website.
• You get the impression as a forward thinking company by adopting new ways to reach audience and hence, it’s possible to apply the same to future clients

With the items listed above, it sounds that having a blog is a cool idea. But just like anything else, there are also disadvantages and risks of managing blogs for businesses.

• Your and your company’s reputation is at stake when you post inaccurate, misleading or derogatory information.
• You could get sued if you use copyright materials such as photos or plagiarized/libelous content.
• Your efforts to promote your products/services/brand could backfire if customers discover you only keep positive comments and remove constructive criticisms.
• Your company’s reputation becomes compromised if blog entries provide less value and more garbage content.
• Your company’s performance suffers if the focus switches on writing blogs and interacting with the audience and less on performing quality work.

So should your business need to setup blogs? One requirement may be is that if there is someone designated to do the job and confident of carrying on such task. Blogging is a commitment and a responsibility one should adhere to. In my case I maintain a couple of them and make it a point to update them regularly, and think of what my audience expect to read on a regular basis.

Your answers the following questions may help you decide whether a blog is something your business needs:

• Do you have the necessary manpower to handle the job even on a part-time basis?
• Can your business handle the required time commitment to write a blog and interact with visitors?
• Do you often find people posting negative feedback about your company, its products, services or people in Facebook, Twitter or other social networking sites?
• Do you receive the same old set of questions from customers even if such information is already provided in your site’s FAQ pages?
• Do you want to be perceived as an authority on a subject related to your core business?

I hope answers to these questions help you decide on whether blog is a go or a no.

Photo credits: new1mproved, myhosting.com

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