{"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":"<p>Yesterday, Web useability expert Jakob Nielsen distributed his<a href=\"http:\/\/www.useit.com\/alertbox\/articles-not-blogs.html\"> weekly alert<\/a>, in which he advised corporations to NOT blog. <a href=\"http:\/\/scobleizer.com\/2007\/07\/09\/jacob-nielsen-says-dont-be-like-scoble\/\">Like<\/a> <a href=\"http:\/\/blog.hackingcough.com\/2007\/07\/blog_posts_infe.htm\">many<\/a> <a href=\"http:\/\/www.techmeme.com\/070709\/p37#a070709p37\">others,<\/a> I disagree with most of his points. <\/p>\n<p>However, there is one <span style=\"font-size:8pt\">small<\/span> bit of truth in his column to which companies should pay heed. He argues that the short, &quot;bursty&quot; form of blogs is not the best vehicle for corporate stories. <\/p>\n<p>This in fact may be true for many stories a company wants to share with its constituents. <\/p>\n<p>However, that doesn&#8217;t mean the company should reject blogging in favor of\u00a0 long form articles on the company Web site as Nielsen suggests. <\/p>\n<p>Blogs can take many forms, from short bursty with lots of links, to long, more thoughtful essays. Amazingly &lt;insert sarcastic grin here&gt;, you can even use both styles in the <em>same<\/em> blog depending on the circumstances.\u00a0 <\/p>\n<p>As with any communication, the company needs to identify its objectives and then select the tool that helps it achieve them. <\/p>\n<p>If you want to have a conversation <em>with<\/em> your customer, consider a blog. <\/p>\n<p>If you just want to talk <em>at<\/em> them, go ahead and follow Nielsen&#8217;s advice.\u00a0 <\/p>\n<p>My money&#8217;s with, and will be spent with, the companies having conversations.<\/p>\n<p><small>Tags: <a rel=\"tag\" href=\"http:\/\/technorati.com\/tag\/corporate+blogging\">corporate blogging<\/a>, <a rel=\"tag\" href=\"http:\/\/technorati.com\/tag\/blogging\">blogging<\/a>, <a rel=\"tag\" href=\"http:\/\/technorati.com\/tag\/Jakob+Nielsen\">Jakob Nielsen<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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, &quot;bursty&quot; form of blogs is [&hellip;]<\/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":[],"jetpack_featured_media_url":"","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/399"}],"collection":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/comments?post=399"}],"version-history":[{"count":0,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/399\/revisions"}],"wp:attachment":[{"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/media?parent=399"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/categories?post=399"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/tags?post=399"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}