How things can go wrong with Blogs and Corporate Blogging
Management in vespaway.com have reached phase #5 and rapidly converging towards the conclusion (phase #6) judging by the post in ClickZ I reviewed today.
The blog grinded to a halt end of November.
What’s worse is the lack of coordination between online and offline activities.
The comment of one reader was surprising to say the least: it took 3 months for a brochure to arrive after requesting it online, and, to make matters worse, the user goes on to suggest they upoload a PDF version for users to download directly …
What went wrong with this Blog ?
I can only guess, but it should be safe to assume there was little planning or at best a gross underestimation of all the implications a blog comes along with.
Italy is the capital of the world when it come to fashion and blogs are fashionable, so they went for it without thinking twice.
There’s a lot to learn here (hence praise and honors for the non participants that will spring out from nowhere with the lessons they learned while observing):
- The integration of online and off line activities
- The amount of time and effort required to manage the blog
- The level of attention catalyzed: with a Page Rank of 6 out of 10 there are a lot of incoming links that are generating traffic of users interested in knowing about the Vespa, only to find a goodbye post
- The damage in terms of reputation and brand management this failure will bring about (hence punishment of the innocent)
These are just a few reasons you need to consider when it comes to blogging.
I sit with my Clients and have lengthy discussions to warn them blogs are not magic wands, but are more like a tamagotchi – if you don’t look after them they die on you.