PR Next

Monthly eZine for PR Professionals

Slog for that blog!

Posted by prnext on June 16, 2009

By Anuradha Kelkar

Let me tell you a story that you might find familiar. One day you wake up to realise that the world around you is blogging and you don’t have the slightest clue as to what it is all about. An Internet search throws up only a million searches on how blogging is the latest phenomenon and just about the simplest thing since writing letters. Most blogging software’s are free and soon enough you have in place a pretty looking blog with your first post ready to be read. So far so good. Then comes the twist in the tale. No one wants to read your pretty blog. Any why is that so? Well, coz it happens to be just one among the 36 million other blogs already existing in the cyberspace.

The point I am trying to make is that it’s best not to listen to anyone who says ‘oh! Blogging is so simple, you know…just keep updating your blog every week and you can make truckloads of money off it.’ While both statements are in fact correct, I would not quite put it like that.

Its easy to lose relevance in the online jungle, especially if your posts are not interesting and catchy enough. Sometimes it so happens that your posts are excellent and yet nobody reads them. This is because its not enough to just write a blog, update it each week and expect readers to show up. Just like any project at college, the good grades come in only when the research is in place and sufficient time has been devoted to sculpting a masterpiece out of it.

Most professional bloggers spend anything between 12- 14 hours a day just reading others blogs and RSS feeds to get a good idea of what their followers are interested in reading about. Commenting on someone else’s blog is also a good way of engaging interested readers in a conversation. It would also be a great idea to include the blog in ones email signature, visiting card and Facebook profile to ensure that nobody forgets what you have to say.

This groundwork in place is essential for each blogger to remember that there is always some new phenomenon waiting to happen. Keeping ones readership intact has to be a combination of a choice of good keywords which will show up easily on search engines, coupled with catchy posts, good links (especially to other blogs which have been inspiring and newsworthy articles) and tags. URL trackbacks is also a great feature that helps readers to revert to all those blogposts that have been quoted and hyperlinked in a particular blog.

A well-written blog can also act as the face of an organisation that otherwise seems impregnable. It shows that the company has a point to make and that it is liberal enough to give the employees a certain amount of creative space. Also, it brings about a certain assured transparency in the system making it easy for stakeholders to put faith in that company. Everybody wants to know about the guy behind the scene and blogs are a great way to showcase the thought process that makes the company run.

In India, however, corporate blogging still has a long way to go. Even tough companies like Tata, Infosys and Accenture are doing a good job out of it, most mid sized companies still look at blogging as an unnecessary addition to workload. For the full benefits of blogging to be realised more and more mid sized companies need to change their outlook and adapt to blogging as the new age way to communicate. At least then communication will be looked at as recession proof in India.


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