We Can’t Control What People Say
One issue that comes up when companies start thinking about a blog is control.
When we stand back and consider a blog in the context of conversation, the idea of control falls more into perspective.
Conversations ebb and flow. Each participant has part of the control. No one can direct the conversation completely. When a person takes over control, the “exchange” becomes a presentation to an audience, and loses it’s conversational give-and take. It also loses the input from the side that no longer has a voice in the discussion.
A leader can handle conversation that doesn’t follow a plan.
We’re back to choosing a blogger who loves the company, can represent it well, and wants to be blogging.
Transparency isn’t exposure.
Liz Strauss
Blog confidently with Liz.
Blogging Is about Relationships
In this series, we’re putting context around the issues of trust and control that concern companies as they consider blogging.
Marketing wants to start a blog. Product thinks they should do one. Sales says it’s their territory. How do I choose a company blogger?
Backing up from the question, keep in mind that any blog can have more than one blogger. Look for the people skills that you look for in any customer-facing role.
- An ability to communicate authentically and responsibly with transparent respect for the audience.
- An active listener who is truly interested in the views and ideas of customers.
- Curiosity about the market you’re in and the people who are in all facets of that market.
- A bias toward helpful action, that stays clear of hypeful selling.
- A beginner’s mind that allows the blogger to say “I don’t know, but I’ll find out.”
- A strong sense of relationships and community.
It’s a good blog that centers around readers and ideas, rather than writing and products. Though we want our message clear and well presented, blogging is more about conversation than disseminating product information.
Information is all over the Internet. It’s the people that make the difference.
Liz Strauss
Put people back in business with Liz.
