If you're going to start a company blog, do it right
Forrester Research's Kerry Bodine last week published a report that argues poor design and usability are undermining fledgling corporate blogs. I haven't plunked down the $349 required to read the entire report, but the premise seems sound. One problem cited by Bodine is "confusing terminology." Why am I not surprised? Software companies toss around terms like SOA, AJAX and Web 2.0 as if the whole world understands what they're talking about. The reality is that most customers are too busy with their day job to follow all the next big things being promoted by vendors. Businesses are getting into blogging and podcasting with little or no planning. This is due, in part, to the "everybody's doing it, so we better do something" mentality. Big mistake. The informal nature of new communication vehicles, such as blogging and podcasting, should not lull you into complacency. The fundamental rules of communication still apply. Who is your audience? What do you want to say to them? What do you hope to achieve? Answer these questions, plan accordingly and then get to work.
Posted by John Moran on October 10, 2006 at 1:50 PM
