November 29, 2005, 12.32am • 2 comments » • 1,795 Views

Harvard’s tips on blog marketing

This article from the Harvard Management Communication Letter, which quotes the likes of Tim Bray and cites the GM and Boeing blogs, reprises some of the angles toward blog-borne marketing that I have been thinking about for the past few months. In particular:-

Feature an authentic voice. “Don’t let the PR department write your blog. Bloggers will sniff it out, and when they do, you will lose all credibility,” says Weil. She points to GM’s Lutz as a senior executive whose writing style is genuine, conversational, and engaging, and whose blog—like the best executive-written blogs—eschews corporate-speak.

In your blog, express your enthusiasm and passion for your work and your company’s product, with occasional asides on topics that reflect your personal interests. The latter will keep your voice authentic and increase the linkability of your blog.

Are open to comment. Permit both positive and negative posts on your blog, and reply to comments made on other blogs pertinent to your area of focus. Respond in a professional and businesslike way. If you don’t want to hear from your customers and critics in a public environment, don’t blog.

“Blogs that don’t feature comments from readers are missing a large part of what makes a blog interesting,” says Weil. “They are not meant to be a one-way conversation,” she says, adding that companies can easily configure the comment function so that it is delayed and can be reviewed.

In fact, I’m seriously considering whether blogs should be able to turn off their commenting functions at all. When people use the medium incorrectly, you often end up with bad blogs, poor communication. Why not remove that possibility from the equation and force people to engage with the audience in a way that fulfills the potential of the medium by default?