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Corporate Blogging - Burden or Benefit?
Ross Dawson outlines some global trends for 2007 that he feels will have a continued impact on the highly networked world we live in. Aptly, he calls it Five Global Trends for 2007.
One of the points he makes is about longer working hours. Ross makes the point that “technology has helped create business. But as we have more ways to communicate with each other, we keep adding to our communication load and what we have to get done.”
Sometimes I feel this way about blogging.
I ask myself, “Do the benefits of blogging outweigh the fact that I have one more thing do each day?” Inevitably, I answer this in the affirmative. For me, blogging is an integral part of my business. Not just here at CEO Blog Watch, but through the many blogs I maintain. I am firmly entrenched with Web 2.0.
But how does this apply to corporate blogging in general? Do the benefits of a blog justify the time and effort spent on upkeep? Obviously, this question cannot be answered across the board, as situations vary from company to company.
In my opinion, it goes both ways. The benefits of a corporate blog vary in direct relation to the amount of effort put into it. It’s a slope with burden at one end and benefits at the other end. When the corporate blog is poorly executed, the burden is there but the benefits are scarce. But when the corporate blog is carried out with passion, enthusiasm and healthy dose of best blogging practices, the benefits will eventually outweigh the burden of upkeep.
I guess as long as you down off the slope and break something, you’re doing all right.
~Brandon
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Benefit, benefit, benefit. Unless you neglect or misuse it, of course. But the benefits far outweigh the drawbacks.
I think the benefits of corporate blogging are difficult to measure, and its difficult to just say “yes, the time spent is worth it”, or “no, don’t waste time blogging”.
As an example, blogs are excellent lifesaver in the times of a crisis - with the ability to provide up to the minute updates of the happenings.
How much is that worth to a company?
Viewed in this perspective, a corporate blog can be like buying an insurance policy, or investing in life-vests on boats.
You don’t know when you will need the blog.