Mr. Joseph Jaffe recently wrote about 10 Reasons Why Companies Should Blog which was a response to B.L. Ochman in AdAge, who wrote about 10 Reasons Why Companies Shouldn't Blog. In fact, I agree with Jaffe that B.L.'s article sounded like every empty excuse that a company makes to not do something that matters - simply because they can't, don't understand it or are afraid of commitment. In fact, I could have sworn I was reading an article written by a 'dead client walking'. Do you know what that is? That is the client inside of an organization that refuses to accept that the world is changing around him/her and will be obsolete in a matter of minutes.
The irony in all this is that the best companies with blogs are the ones that have limited resources (start ups) and understand the value in connecting directly with the marketplace rather than speaking at the market.
Writing a blog does take time, nurturing, reciprocation with the other bloggers/commenters and most of all patience. This is not if you build it, they will come proposition. It takes the time of a dedicated person on staff that understands the blog-o-sphere and how to navigate it, the etiquette and the connections that exist. That person becomes your brands ambassador to the blog space. They have to get it. The reciprocation is also critical, not being afraid to post on other company's blogs or respond to negative remarks. Even things as simple as understanding with a trackback is and how to use it....
The blog is the forum for brands to be transparent without spinning, show the flaws without being insecure and truly build relationships with customers, prospects, recruits and their own people internally.
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