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Blogging: The “Why”According to Andrew Sullivan’s article, “The Blogging Revolution,” the blog is a unique medium that opens up possibilities not previously seen. “Poised between media, blogs can be as nuanced and well-sourced as traditional journalism, but they have the immediacy of talk radio,” says Sullivan.What does that mean for the small business owner? By their very nature, blogs do several important tasks for small businesses. They allow you to:Influence public conversation about your company There are few things more frustrating for a small business owner than to be blindsided by a crisis and not have a quick means to respond. In her article, “Does Your Company Belong in the Blogosphere?,” Katherine Heires says, “A corporate blog allows a company both to keep an ear to the ground to hear what’s being said about it and, if necessary, speak up with a correction.”Even when your company isn’t in crisis, a blog makes it easy for journalists to find the latest, most accurate information about your company—and that’s important, because a Euro Magnet and Columbia University Survey of the Media in 2005 found that 51% of journalists view blogs regularly. In fact, according to marketing writer Brian Quinton, you might attract PR attention simply because you do have a business blog.Enhance brand visibility and credibility A blog establishes your expertise in your industry. For example, Jonathan Schwartz, president and COO of Sun Microsystems, used his blog (one of many Sun blogs) to establish himself as a cutting-edge leader on issues related to computer operating systems. According to blogging consultant John Lawlor (blogs4business.com), “Bloggers that excite and provide value to their readers get traffic.” Just as important, blogs give you a higher search engine ranking, because search engines love links and fresh, focused material.Achieve customer intimacy Customers want to see the human side of your company, and your blog provides that by giving your company a human voice. By using a blog, you can speak directly to consumers without having the information filtered, and possibly misinterpreted or slanted, by journalists or analysts. You can also allow your clients to respond with complaints, suggestions or a much-needed compliment.Finally, remember that blogging is a low-cost platform. That’s more money that stays in your pocket!
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Andrea's writing background includes features, editorials, reviews, profiles, poetry and fiction. She was the winner of the MOTA short story contest in 2002 and received honorable mentions for fiction from Writer’s Journal magazine in 2002 and 2004. Andrea served as editor of AVA (Advertise Virginia) Magazine from 2005 to 2006. Check out her blog at creativewithwriting.blogspot.com.
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