{"id":399,"date":"2007-07-10T09:07:38","date_gmt":"2007-07-10T13:07:38","guid":{"rendered":"https:\/\/getgood.com\/roadmaps\/?p=399"},"modified":"2007-07-10T09:07:38","modified_gmt":"2007-07-10T13:07:38","slug":"should-companies-blog","status":"publish","type":"post","link":"https:\/\/getgood.com\/roadmaps\/2007\/07\/10\/should-companies-blog\/","title":{"rendered":"Should companies blog?"},"content":{"rendered":"

Yesterday, Web useability expert Jakob Nielsen distributed his weekly alert<\/a>, in which he advised corporations to NOT blog. Like<\/a> many<\/a> others,<\/a> I disagree with most of his points. <\/p>\n

However, there is one small<\/span> bit of truth in his column to which companies should pay heed. He argues that the short, "bursty" form of blogs is not the best vehicle for corporate stories. <\/p>\n

This in fact may be true for many stories a company wants to share with its constituents. <\/p>\n

However, that doesn’t mean the company should reject blogging in favor of\u00a0 long form articles on the company Web site as Nielsen suggests. <\/p>\n

Blogs can take many forms, from short bursty with lots of links, to long, more thoughtful essays. Amazingly <insert sarcastic grin here>, you can even use both styles in the same<\/em> blog depending on the circumstances.\u00a0 <\/p>\n

As with any communication, the company needs to identify its objectives and then select the tool that helps it achieve them. <\/p>\n

If you want to have a conversation with<\/em> your customer, consider a blog. <\/p>\n

If you just want to talk at<\/em> them, go ahead and follow Nielsen’s advice.\u00a0 <\/p>\n

My money’s with, and will be spent with, the companies having conversations.<\/p>\n

Tags: corporate blogging<\/a>, blogging<\/a>, Jakob Nielsen<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"

Yesterday, Web useability expert Jakob Nielsen distributed his weekly alert, in which he advised corporations to NOT blog. Like many others, I disagree with most of his points. However, there is one small bit of truth in his column to which companies should pay heed. He argues that the short, "bursty" form of blogs is […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[5],"tags":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t