Monday, January 30, 2006

Advertising Is Not Blogging. Blogging Is Not Advertising.

The distinction needs to be made. And understood.

If you plan to use your blog to "advertise", you'll be dissapointed. People will see through it. If you're going to "sell" anything, sell your ideas. Make your case well and people will respond. It will reflect well on you. If you're really good, then the future is probably bright for you.

An article in The Hindustan Times asks some questions that relate to this point. The writer talks about being a "thought leader", or a recognized leader in a field. Now, I don't agree that "thought leaders" are necessarily recognized leaders in their fields. What about thought leaders who are just a little too far ahead of the curve? They're still leaders, it's just that their ideas have not been embraced on a large scale yet. History is replete with examples.

Believe it or not corporate communication has moved into a much evolved slot in this age and time. To blog or not to blog isn't a question any longer. The question is how to use the corporate blog to effectively deliver the message.

According to, as the size, scope and influence of weblogs continue to proliferate, business managers are faced with an increasingly important question: how to make your voice heard above the crowd?

According to a research project conducted by Pew, there will be 34 million weblogs -- or blogs, as they known for short -- by the end of 2005. These blogs range from the completely ignorable to the regularly consumed and widely trusted.

According to Elise Bauer of, trust is built on reputation and reputation is generally not built on advertising. It is built on what others say about you. Become a thought leader in your field and it won't matter as much how big you are. Companies will look to you for insight and vision. Journalists will quote you, analysts will call you, websites will link to you.
If that doesn't get you excited, then we need to talk. The future is yours to grab!


Post a Comment

<< Home