Matt Dickman (Techno//Marketer) is Vice President, Digital Marketing at Fleishman-Hillard in Cleveland, Ohio, and he says the answer to the question above depends on how you answer the following questions (Hint: the answer has to be ‘yes’):
- Are you listening to your online community? – Are you spending a minimum of two hours a day searching, reading Google alerts or using a monitoring tool like Radian6?
- Do you have something unique to say?
– How will you differentiate yourself from other blogs and other
companies? This could be your people, the information you publish or
other forms of thought leadership.
- Are you willing and able to say it? – Can you talk about your industry and are you willing to put it out there?
- Are you willing to be challenged and criticized? – This goes with the turf. You have to be able to facilitate conversation in a respectful manner to grow a community.
- Are you willing and able to dedicate the resources to succeed?
– People always underestimate this one. A good rule for this to succeed
is to have one person dedicated to the success of your strategy for a
minimum of 4 hours per day (2 hours of which is listening and
commenting). That is one half of a full time person’s week. Have
staffing plans in place as you grow and start realizing your success.
Matt has even provided a decision tree to help his more visual clients with these questions.
The two hour committment referenced in #1 sounds like a lot but I really don’t know how a company could get the most out their blog without the primary blogger investing that much time. You can’t be a naturalist if you don’t go in the forrest. Thanks to David for finding and sharing.