The Communicator

We seem to lose our heads around new technology. With no real metrics available, the potential of ‘the next big thing’ is anyone’s guess. In the mad rush to participate, even seasoned communicators dispense with metrics and toss the basic fundamentals aside like a pair of out-dated jeans.

And when it comes to starting ‘blogs’, the truth is that many have been blinded by the euphoria of participation, and have come to consider the very creation of a blog to be an objective in itself.

That is a mistake. In reality, blogs aren’t much different from many other communications channels that we currently have at our disposal such as newsletters, websites or by-lined articles.

Each requires a long-term investment of time and resources, a sustainable pipeline of content and real thought leadership.

For many industries, blogs are a great fit.  Smart organizations are leveraging blogs to showcase their talent, creativity and successes. They are engaging in quality discussions with their audiences, progressing innovative ideas with their peers and opening new channels for employee engagement (we’ll explore some of these ideas in a later posting).

But for many communicators, blogs have evolved into a morass bordering on the inane. Time consuming and interactive, the constant requirements of maintaining a blog can entangle even the best of us.

The bottom line? Treat blogs like you would any other communication vehicle. Evaluate their reach, impact, cost and effort against your objectives. And if it turns out that a blog makes sense, the first step should always be to ensure that you have a long-term commitment from your organization, and the right resources to ensure sustainable success.

And no, the irony of this being our first blog posting is not lost on us.