Many moons ago the authors of the book Citizen
Equally valuable in their post were these tips for the business blogger once the thing is up and running. Here they are:
- Do not have someone else write your blog. Write it yourself.
- Blogs should not be managed by the PR department or ad agency. Blogs are best when they’re authentic, which may include run-on sentences, detailed analysis or critical opinions. Typically, those qualities run counter to the sensibilities of traditional public relations.
- Do not have a thin skin. Comments to your posts may bite or sting, especially while other people watch. But a strong benefit of blogs: unwarranted criticism often causes other customers often to spring to your defense. Trust-based relationships emanate from taking the bad with the good.
- Do not let your blog go unattended for weeks at a time. Focus on several posts per week, even if they’re just a few paragraphs.
- Do not make your blog a branding exercise of self-centeredness. If you endlessly promote yourself and your services, no one will care.
Much of what followed in their post is dated. But re-reading it just now, I see these five tips as withstanding the test of time. Violate them at your own risk.