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Blogs V: Why Write

(August 10, 2006)
Dennis Smith noticed a great article called "Why Bosses Blog" from the Denver Post. Dennis is one of the pioneers of the art of using the blog as a recruiting tool. His endorsement of an article on the subject means that it merits your attention. Very few folks are actually recruiting successfully with their blogs. Dennis is a role model in this regard.

When blogging, it is easy to slip into the conversation about blogging rather than focusing on the meat of the purpose. Blogging about blogging takes up an enormous amount of bandwidth and is easily identifiable as an early stage of one's development as a blogger. The real benefits, however, are elsewhere.

The real gem in the article is about IBM (they have over 3,000 active bloggers):

"People tend to think of blogging as a technological development, but it's really not," said IBM's blogger-in-chief Chris Barger. "The real benefit is the sense of community and interaction between the audience and blog, and individual and blogger."

IBM employees have been blogging since 2002, Barger said, but it wasn't until last year that the company decided to institute official guidelines for blogging on or off the IBM website.

"You can talk about whatever you want, as long you're not revealing a client's confidential information," he said. "If you chose to share your reaction on a blog, we're not going to stifle that. We don't have a problem with people being sometimes critical. As a good blogger, you want to be constructive about it and offer a constructive response." (Denver Post)

Colin Kingsbury told us:

Has it been worth my time? Yes, though I would also say I don't think we have gotten anywhere near maximum advantage out of it. Among other things, my blog has the highest pagerank of our site, and since I started blogging we have actually started to show up in some organic results. But more importantly, I think it has created a platform with which to engage the industry. We have made some interesting contacts along the way which I do not see us making without it.

He also answers the question more deeply on his blogswap article.

As we're thinking, here are ten reasons why a leader should be blogging. Do you have additions?

  1. To more deeply engage the marketplace in a conversation.
  2. To demonstrate the way that your organization practices flatness
  3. To educate your customers about your work, products and services
  4. To give prospective customers, partners and employees a real sense of what you are like
  5. To have a ready built PR response mechanism
  6. To engage your competitors on a field that you can control
  7. To show how your team actually accomplishes things
  8. To create a communications platform that is more substantial than marketing slogans
  9. To create a force that pulls people towards your business (attraction)
  10. To develop a richer vein of search engine visibility.

John Sumser © TwoColorHat. All Rights Reserved.
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