Whether or not a business should maintain their own blog has been a subject of debate for businesses ever since blogging became popularized in the early 2000s. My answer to that issue is, “Yes, of course a business should have its own blog.” After all, your blog is your voice as a business. And if you don’t cultivate your voice then people will listen to other voices (and there will be other voices) that may not represent the best interests of your business. A few years ago I wrote about this very topic in a post called The Importance of a True Voice on the Web and included the paragraph below.
Here are some questions for you to ask. Who are my stakeholders? If you sell a physical product at a minimum you’ll have employees, suppliers, maybe distributors, the local community (or communities) where your business is located. You might have investors who have a pure financial stake in the business. Too many companies focus on the investors and the government and then ignore almost everyone else. Who are your stakeholders? How will you use the web to communicate with all of these critical groups? Will you create a place for news and discussion now or wait til there’s a crisis or big news to share? Will you be able to ramp up fast enough to communicate effectively or will you stumble as you learn the language and find your true voice? Will you punt and throw up a Twitter account and a Facebook page or will you locate the most important information on your own domain? Will you use audio, video and photos to tell your story?