Business Blogging is motivated by marketing

Business blogging is motivated by business or marketing endeavours, so it can be used for optimisation as it can be used in the search industry, but there is uncertainty as to its nature leading to the failure of some business blogs.

From the view of publishers, business blogs are no more than a publishing tool which helps them gets their content online. So, rather than spend time on all the complicated intricate procedures needed to get their content online, they can concentrate on producing and promoting their content.

Business blogging can be undertaken by individuals as well as larger companies, but it is not necessarily corporate or pro-blogging, although it might be a both.

In order to establish proper business blog behaviour it is necessary to set social values with regard to social media.

Ways to boost your credibility in social media

You have to use your own name if you want to be taken seriously and you have to disclose who you are and who you work for and your position there. Don’t ghost-write under your own name. Don’t blog under the name of your company, people want to be assured that they are dealing with a real person.

Don’t use a blog to sell, use it rather to inform. Don’t concentrate on your product; use it as a platform to keep your audience informed on your trade or industry.

There is a difference between a press release type post and telling a story. In blogging it is advisable to tell your audience a story instead of posting a press release. Press releases are designed for the press; blogs are designed for social media.

You audience must feel like they are engaging in conversation with real people. If you don’t have the time to interact with your readers and reply to their comments, don’t blog. In your communications use everyday language and don’t swear, ridicule or pull yourself, or anyone else, down. Remember that most people don’t understand corporate language; they will get bored and stay away.

Social Etiquette

This is important. Don’t demean anyone when you are responding to criticism or any other issues pertaining to your company. Be positive and honest. This is especially important for business blogs as people are on their guard against being lied to by corporate concerns. Don’t flog your competitors. While you need to react to criticism, do it in a decent manner, only call your lawyers if slander is involved.

Don’t tell half truths, they are possible worse than a lie. Anticipate what your audience think and show them unique selling propositions, don’t inflate your offers or promise to provide something that you know you cant get away with. Don’t make statements which can turn on you, if your product is not unique, don’t advertise that it is.

In social media something that equates to vote fraud is getting your employees to vote for your company’s blog. Rather err on the site of caution and forbid it completely.

These guidelines will help shed some of the uncertainty around the nature of business blogging which can help avoid failure. When a company creates a business blog, they have to encourage and monitor the behaviour on it and they must make sure that this behaviour follows a set of social values which are connected to and which deal with social media guidelines.

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