El blogging no es para todos

Kathy Klotz cree que en estos momentos la moda del blogging pesa mucho a la hora de que los pequeñas empresas tomen decisiones sobre si implantarlos o no, incluso cuando ni siquiera conocen con exactitud qué es un blog y mucho menos para que sirve.

Klotz cree que hay unos principios importantes que considerar. "Yes, blogs can increase your visibility, but only if you:

- Have something of value to say or comment on
- Can produce some original content or at least comment on others’ ideas intelligently
- Are linked to other great, high-quality, and highly visited blogs
- Provide a unique point of view on substantive issues: no one cares about your dog “Muffy” and what you ate for breakfast. There is content and there is drivel. Blogs need the former. No one needs the latter.
- Provide useful, valuable resources as part of your blog aggregation
- Get enough traffic on your site or blog to make it worthwhile"

Para ella crear grandes blogs requiere recursos que tal vez las pequeñas empresas no poseen y mientras que no todo el contenido de un blog debe ser original, sí debe serlo el punto de vista de su autor. "Serious blogging with impact requires a knowledge base and time. Great blogs also need:

- Consistency and frequency - regular blogging is a time investment
- Knowledge and opinions
- A unique point of view that positions you as an expert – a personality and voice
- Dedicated time regularly to express thought leadership in a significant, impactful way
- Time spent frequently reading and commenting on other blogs
- Knowledge of content management and some understanding of search engine optimization (SEO) so you can increase your rankings – and be found
- A management plan for maintenance and growth over the long-run"

Otra tarea de una pequeña empresa o negocio consiste en buscar los blogs líderes en su mercado y en su industria para ver qué los convierte en blogs de éxito. "If you still decide that you need a blog for your business, create a plan that allows for sustainable development and growth. Ask the following:

- How many resources do you need (people, time, money)?
- Will blogging take you away from revenue-generating activities?
- What are your bandwidth constraints?
- Do you have enough to say to keep the blog interesting over time?
- Do you have access to other writers, networks, blogrolls, etc., for links and content?"

Si finalmente el empresario decide poner en marcha un blog, Kathy Klotz recomienda fundamentalmente:

- Consider writing an article for a well-trafficked, well-indexed (in search engines such as Google), respected blogzine every 1-2 weeks for starters and do more as you have time. This will get your name out there. It will also give you time to develop valuable thought leadership when you have time, and without having to invest heavily in hosting and maintenance resources.

- Comment on other blog posts. Well-crafted, insightful responses to topics that are relevant to your users position you as an expert and create interesting dialogues.

- Read widely and focus narrowly. Read many great blogs to understand what is going on in your industry but only comment on events, articles, posts, etc., where you can add value. Commenting on everything will not increase your visibility or reinforce your image as an expert in a particular field. Define your expertise narrowly and go deep.

Por último, Klotz apunta que "The keys to any visibility, however, whether it is through your own blog or contributions to other blogs are consistency, frequency, and an insightful POV, or “blogitude” as I call it. Never be afraid to put a stake in the ground with an opinion, no matter how controversial you think it may be. That’s part of the dialogue you can generate".

* Even in the Blogosphere, the FUD Factor Abounds -- But Blogging Ain't For Everyone, por Kathy Klotz-Guest, MA, MBA, en New Communications Blogzine, el 20 de septiembre de 2005