Success through corporate blogging or the great blog death?
As early as 2012, Sascha Lobo regretted the decline of German blog culture in his column on Spiegel Online. According to Lobo, the reason for this was the spread of social networks:
“Today, social sensitivities are shared on Facebook, short messages and links on Twitter and on Facebook, photos on one of the hundred platforms as well as on Facebook, videos on YouTube and on Facebook - for almost every kind of statement that was published in an average blog in 2005 by the internet public was presented, there is now its own social network. And Facebook. ”
Dear Twitter, Instagram and Facebook instead of blogging?
In fact, quite a few companies have meanwhile set up their company blogs and run their communication via social networks such as Twitter or Facebook. The University of Massachusetts found that the percentage of companies that run a corporate blog has decreased significantly.
One reason for this is the time required: Many companies find it easier to publish short messages on Facebook or Twitter, rather than blogging.
Content in social networks vs. my data is mine
But the way of thinking falls short: Because social media may be practical and convenient, but in the long term, as Lobo explains, they only communicate in a kind of borrowed Internet - and the information could disappear at any time, eg Facebook or Twitter change the terms and conditions.
Lobo was certainly not the first to focus on this topic - but certainly the most prominent.
Fear of data loss
Several cases are now known in which Google simply creates an account with all of the data contained therein without prior notice, e.g. eMails, calendar, etc. has been blocked or deleted - the people concerned simply had no access from one day to the next and no possibility of downloading their data. There are also numerous cases in which services are simply discontinued - from feed readers to Google Plus.
Since I know of some companies that they are doing their project management or their communication via Facebook or Google, the constant fear of data loss hovers over the company like a sword of Damocles. And that data loss is everything, but not time-saving, certainly one or the other can sing a song. Blogging on a self-hosted page can save a lot of time this way.
Use the blog as a time saving archive
And even more: One finds the information even after years again. For example through the search engines. If you are looking for something, you probably first go to Google. And how often do you find entries from Facebook pages or profiles? But rather rare. Blogs, on the other hand, often appear pretty far in the search results. I was already being interviewed on posts that I had written years ago - they just googled me.
Even you can find old posts, comments, discussions in this way - all the more, if you look at the blogging on a clear structure and tag the posts reasonably. Imagine that years ago you read an exciting article and thought about it a few times. If you found him on Twitter or Facebook, you have little chance of finding the article again.
Find information with a few clicks and search function
In the blog, however, just a few clicks or a good search function are sufficient, depending on the order. For me, my blog is therefore not just a communication tool, but also my personal archive of topics, in which I collect topics and contacts who I can refer to later. In the long term, blogging is the far more sustainable and effective form of communication and also part of personal knowledge management
The personal knowledge management is undeniable in our information-intensive times to the core competence. And a blog offers all the necessary tools - here is an overview:
Admittedly, I just didn't see any at first Sense in sharing all the articles that somehow interest me with other people - collaborative work was still too far away from me. Then Twitter acted as a public bookmarking service for a while: you can collect, share and bookmark as a favorite.
But at the same time, Twitter is also an excellent marketing tool, where sharing information also has some strategic value. In other words, if I shared any link that I personally find interesting with my followers, I would spam it and soon all followers would be gone.
In addition, simple tweets and retweets will eventually no longer be available. I have to favor what I want to keep permanently - and these favorites then appear in a chronological list without the possibility of somehow sorting them thematically. In short: Twitter may indeed be an excellent news channel, but it is not suitable for bookmarking and retrieving the news.
5 Tips: Corporate Blogs and their many uses
Another tool was needed. At this point, I also discovered my blog as topic storage - and since then I'm thrilled with the many flexible applications as a bookmarking service, backup, presentation preparation at seminars and information dissemination. How and why do I use my blog exactly?
1. Corporate blog as topic storage to increase productivity
At first quite traditionally as topic memory. This was necessary because I now work on a fixed computer, on a netbook and on a mobile phone. And on all three I want my information and articles always at hand. And this is exactly where my blog helps me: Because long before I publish the information, I store countless ideas, drafts and links in the background.
Another benefit for me: I do not have to be afraid that the information will eventually disappear accidentally, as with many other services. You can group the topics in different ways:
- and much more.
This creates amazing, almost endless combination possibilities.
2. Make information available quickly thanks to corporate blogging
Of course, if well sorted and edited, this information can then be made quickly and easily available to others as well. For example, topic groups can be sorted into tags, categories, and custom taxonomies, listing them on individual pages, thematically or alphabetically grouped.
You can also make these tags and categories available as RSS feeds, allowing other people to subscribe to this information. We had written here several times about feeds and coping with the flood of information. Reading many feeds is inevitable for people who work with information or interact with media. The right feed management is half the battle.
3. Use corporate blog in seminars
There's a good catchword everywhere: When I recently gave an online marketing seminar, I worked with different media: Power Point slides on one side, but then again and again I interrupted my presentation to show videos or websites , But typing the URL proved to be too cumbersome for the participants.
Another possibility was to be able to directly import the links directly to your computer. And what did I use there: the blog. For here, the links can also be provided with a suitable seminar day, so that the participants can find the information later at any time.
Finally, retrieval is also important in my fourth advantage: I also use link lists in my blog. Among other things, for my seminar participants and others interested in technology, I have created a section in which I collect various tips and tutorials.
Since I don't create a blog post for every technology hack that I find somewhere on the net, but I have accumulated a lot of coding tips, especially for WordPress, it makes sense to list them as a link list in the tutorial sidebar -Heading. I can create an RSS feed for each day, which I can then integrate into the blog via a sidebar widget. And if you are looking for older tips, you can simply search for them using the search function.
5. Marketing with the corporate blog
Last but not least, a corporate blog is also an excellent marketing tool: it makes marketing in which it conveys information, lets employees or readers have their say. It helps to get rid of discussions as well as to make your own company or your own ideas more visible. Overall, a good investment.
Finally, the blog binds as topic storage and discussion platform also the basis of a successful dissemination of content in social media work.
Conclusion: Knowing how to amass a financial investment
In view of all these points, it is no coincidence that these positive effects can also be compared to a financial investment that yields an ever-increasing return over the years:
In the beginning, the profits (financial gain or time savings) can still be neglected. But the longer you invest, the more noticeable the “return on investment” will be. So it may well be worthwhile to have a longer-term strategy in addition to a short-term one. Even if this initially gives the impression of additional work.
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