Wednesday, September 14, 2005

The Economics Of Ghostblogging

OK, I know, that sounds like another euphemism, like "Sanitation Engineer" in place of garbageman, but hear me out.

Likeminded entities can combine resources, mission, and message, while still being very specific in their focus. Here's a couple of examples:

I'll be meeting next week with the head of a not-for-profit organization that has similar goals and core values as a number of others in a particular area of the country. My pitch to them is to start a separate on-line presence that meets all of their shared "mission objectives" and to split the cost between all the groups. Simple math really (see, this 'blogging' thing doesn't have to be difficult. Heck, life doesn't have to be as difficult as some of us make it).

The separate on-line presence is to provide some distinction between this new venture and each original one, but without creating another legal/business/beaurocratic entity. We're trying to make life better for these folks, not create more paperwork.

The additional benefit of a ghostblogger is the ability to communicate in a distinct, yet consistent voice.

Now for those who turn up their noses at the notion of someone outside of an organization becoming an honest voice for it, I offer this thought:

If you were to hire a person to do your PR/Marketing/Media Relations, would they not know little about your organization at the start? There would be a learning curve, n'est ce pas? (6 years of French...).

It's the same with a ghostblogger. There will be a learning curve, but a passionate professional can take something that begins as a distant concept and make it his or her own, if they really want to. All it takes is desire.

Find out how deep our desire is.


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