It’s Been How Long?

I shuffled back to my desk, ashamed because I’ve had such admirable aspirations to produce at least one post per week (so much for New Year’s resolutions). Yes, I have a lot to do here at HRmarketer day to day, but that’s not really the problem; you make time for the important activities that help promote your organization, especially a marketing and PR services firm such as ours.

And c’mon, there’s plenty to talk about in the HR marketplace – just ask any regular contributor like John Sumser or Jason Corsello. The importance of regular “business” blogging, for example. As I sat at my desk I perused some of my recent enewsletter subscriptions in my inbox (which have also sat there for months), I came across a MarketingProfs.com article titled The Dark Side of Blogging: Warnings From Leading Bloggers.

Now, Michael A. Stelzner wrote this article about the cons of blogging and what certain blogging experts recommend to don’t do. For example, if you’re launching a business blog (or any blog), don’t become obsessed with it and let it consume your every waking hour – especially if you’re not seeing a viable return (traffic, thought leadership, sales, etc.). On the other hand, you must have consistent commitment to post regularly to your blog, regardless of length. You may start off enthusiastic for the first few months, and then suddenly the next time someone stumbles across your blog online, it’s covered in virtual dust and your last post was from December 2002.

Here are some things to keep in mind that the article highlighted:

First, remember that blogging can be as addictive as nicotine or alcohol. It has its highs and deep lows. Be sure you understand this before you start blogging.

Second, blogging can become your "other child." Make sure you actually have time to raise this new kid. Like children, seeing the results of blogging can take some time and effort.

Third, you will find that comments are what fuel your efforts. However, spammers will likely be your biggest fans. Understand that comments must be earned and that they mainly come from writing great content.

So where does that leave me? The addiction isn’t the problem; I haven’t used in a while. The comments I may (or may not) receive isn’t the problem; I don’t lose much sleep over whether or not someone agrees that search-optimized release are a must for HR suppliers. It’s more likely adding “another child” to my already burgeoning family of responsibilities. But that’s the burden organization leaders must bear to be successful.

Let’s see if I can start keeping up with my own recommendations:

• Assign a primary blogger or primary bloggers who regularly post to your company blog – at least 1-3 times per week is realistic. Be as consistent as you can with postings without going overboard with the time investment.

• Those primary bloggers should be your CEO, president, etc. – the movers and shakers and thought leaders in your organization. (However, anyone in your organization can and should be allowed to blog…within reason).

• Balance the voice of your blog posts – be personable and honest while remaining professional and provided valuable insight and commentary about the HR industry to your readers (which hopefully include a high percentage of influencers and buyers). And don’t be afraid of humor as long as you’re not offensive.

• And speaking of offensive, avoid getting personal in your postings by attacking and denigrating others, for whatever reason you deem valid. Stick to what you know, why you know it, why it’s valuable, etc.

• Try to limit the amount of blatant self-promotion in your postings (but never deny yourself – remember, no other marketing or PR firm understands the HR industry better than we do. Write that down.)

So that’s all I’ve got for now. I promise to come back again soon. Good luck to all the vendors going to WorldatWork in Orlando next week!

Posted by Kevin Grossman

Labels: blogging, blogs, web 2.0