To blog or not to blog …

That is the question! In a relatively short period of time blogging has become one of the most popular buzzwords associated with on-line communication. Whether it’s eye witness accounts from deep inside war zones, or opinions on everything from music, to cosmetics, to films, blogging has given everyone the chance to put their points across in an instant, accessible way.

The vast majority of businesses have an on-line presence, and adding a blog could be a great way to develop this even further. A well-written blog can raise the profile of your company, and move it up in the search engine rankings, bringing more potential customers to your site. Blogs are easy to create, simple to update, and should be short, sharp and to the point.

However, you need to be committed. If you think of a blog in basic terms as a kind of on-line diary, then your posts need to be regular. This doesn’t have to be too onerous – there’s no need for it to be every day or week, or even to a precise timetable – but there shouldn’t be gaps of months between each one. Ensure your subject matter is varied and this will also keep people coming back for more. From the launch of a new product or service, to a particular industry issue (and how you are proposing to solve it), to a visit to a trade exhibition, or a relevant story that’s hitting the national headlines, everything – within reason – is a possible blog theme.

Blogs can also add an interactive element – if you give people the option to add comments at the end of your post. However, if you invite comments be aware that you will have to set some community rules, and ensure that they are applied consistently by a moderator. Lastly, although we don’t like to dwell on bad news, if a crisis occurs then your blog is a perfect platform for you to address the issue quickly, providing reassurance to stakeholders, staff and customers.

So, why not make 2013 the year your company branches out into the ‘blogosphere’?

Published in Tomorrow’s Cleaning – January 2013