There are a million ways that a blog can be done right or wrong, involving the topic, the frequency of posting, the quality of content, etc. A common mistake right now are companies just jumping on the blogging bandwagon without any direction or strategy. That could result in a huge waste of time and energy. Here are some questions that you should ask yourself in deciding if you should blog:
- Do I have a focused topic? Blogging could be a great way to spread awareness and information within your company about your customer listening program. Your blog could be used externally or internally -- both being powerful vehicles in getting the voice of the customer out.
- Am I willing to take some time to write on a consistent basis? I don't think you have to blog every single day, but I do think you should post more than once a month. Don't get me wrong, it would be great to post everyday, but that is unreasonable for a lot of people. But, once you set a precedent, you should keep up with it. After all, the only way to have an effective blog is to create good, quality content and lots of it.
- Do I have to be a brilliant writer? Absolutely not. You don't even have to write that much. Sometimes, just posting an intriguing photo with a short caption is enough. Or, you could write a review of a great book you just read. Brilliant writer you need not be, however, spell check is a must.