Recently, I wrote a blog for my company about how “Milwaukee is My Kind of Town,” basically extolling the virtues of our great and often underrated city. I was pleased when The Small Business Times decided to run it, as well, even though it was a little on the light-hearted side.
So, imagine my surprise when someone sent not one, but two blistering responses, ripping me apart because, in her opinion, my words about her apparent favorite singer were less than flattering. She attacked not only my words, but also my personality and, worst of all, my relationship with my wonderful wife of 30 years. I responded that my comments were made only as a joke, and urged others to write in future blogs what they like about Milwaukee. I resisted the urge to let her have it in kind for her attack on my family.
My point here is not to defend what I said. I don’t need to. That’s the point of blogs … they’re open and honest and fun. Which means I ask every client I work with who wants to start blogging: are you sure you really want to do that?
When a company opens a blog, it opens its corporate front door to anyone who wants to enter. Sometimes, these people don’t like you. Some of them are cyber-whiners, those odd little folk who just want a forum to blow off steam and spread their message, regardless of whether or not it belongs on your blog. Sometimes, they really don’t like what your company does or stands for.
So I advise clients to sit back and think, really think about why they should blog. And I strongly urge them not to make the biggest blog mistake of all: leaving their blog unattended. A watched blog can be a successful way of communicating and even selling to your audience. An unmonitored blog can become either a waste of your message or an open invitation to trouble. Did you know that the vast majority of blogs are abandoned within 30 days of their inception?
Never open a blog and expect your secretary or receptionist to be in charge of it, unless she or he is the best communicator in your company and fully understands the blogosphere. Never let untruths posted on your blog go unanswered. You may want to screen the postings before they are permitted to “go up,” to make sure they don’t violate good taste.
Blogging is fun and interesting. Just ask anyone who has participated in the Milwaukee Biz Blog. But don’t be surprised if not everybody who visits your blog isn’t your biggest fan. By all means, blog! By all means, be smart about it!
Steve Gardner is a public relations account executive at Johnson Direct LLC in Brookfield. Additional information is available at http://johnsondirect.wordpress.com.
1 Comment
Steve,
I do write a blog for my business. One of my posts has appeared here on the Milwaukee Biz Blog.
Although I agree with your comments, it's the very nature of this "new media" that makes it so very exciting. It's about freedom of speech more than than anything we may ever have encountered.
You write because you truly and deeply believe in something. Your blog gives you an opportunity to take a stand. You've opened your position up to discussion and criticism.
Negative comments, however personal they may become, are an opportunity to further define and stand more strongly behind your beliefs.
As for the mechanics, you have four choices when someone leaves a negative comment:
1. Delete them/ don't publish them/ ignore them. If you do this, your convictions will be questioned, or you'll run the risk of those commentors writing about how you've become a censor.
2. Exacerbate them. This will be perceived as nothing more than an emotional, knee-jerk reaction.
3. Appease them. Making a problem go away isn't the way to be proactive or something that you want to be known for. What is Neville Chamberlain's legacy?
4. Address them. Listen to the people who took the time to read your posts. In many cases, they may be your best customers or best prospects. You can't be all things to all people, but you have an opportunity to address each person's concerns through their comments, make your position, values, and beliefs clearer, and maybe turn a detractor into an ally or advocate.
David at http://reflectionscoaching.typepad.com