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Break into Blogs
How to get in the game in a genuine way if you haven’t yet joined the blogosphere
by Jennifer J. Salopek
 A WEB LOG, OR “BLOG,” CAN BE AN EFFECTIVE CORPORATE MARKETING TOOL, even for attractions with small staffs and budgets. The key is to know what a blog is—and what it isn’t—and to observe the rules that have risen around this form of social media.
“Many companies regard blogs tactically, seeing that their competitors publish blogs and believing they have to, too,” says Lee Odden, CEO of TopRankMarketing.com in Minneapolis. Odden emphasizes a blog must be part of a larger strategy.
“You must make sure you’re publishing a blog—or undertaking any other social media foray—to reach a business objective,” he says.
Odden recommends clients create a social media road map to guide their efforts. “The road map can be applied to the overall corporate strategy, or brought down to the level of the individual blog,” he says. Creating it involves the following steps:
Identify your audience.
- Define your objectives.
- Formulate a plan to execute.
- Determine the tactics you will use.
- Decide how you will measure success.
Paul Verna, senior analyst at New York’s eMarketer Inc., says the greater risk is in not creating a blog. “If I owned an amusement park or attraction, I would want my company to have a blog and to understand who’s out there blogging about my company. The use of blogs by companies is an unmistakable trend.”
Odden, Verna, and Jill Kurtz, director of client services at Balance Interactive in Springfield, Virginia, outlined some critical considerations for creating an effective corporate blog.
DO
… your homework. Before starting a blog, try to identify the most influential blogs about your industry, says Verna. Although there is no central place to search, the big influencers will usually rise to the top.
… know your audience. Figure out how to appeal to people in a way that is timely and topical, Kurtz says.
… narrow the blog’s subject matter. “A blog will cover only one aspect of your company,” says Kurtz. “A park could blog about the physics involved in ride design for example; it’s not intended to be everything you do and everything you are.”
… adopt the right tone. Blogs strike a more conversational tone than most corporate communications. “They are more about storytelling and conversations than selling,” says Odden.
… understand blog content. “Blogs are an inherently less regulated space,” Verna says. “The information is not processed, fact checked, or sanitized. It is often generated very quickly.”
… be forthright. “You must be committed to interacting with readers honestly and discussing any issue that’s raised,” Kurtz says. “You can’t just toe the corporate line.”
… relinquish control. Ensure your blog is a means of two-way communication, not a corporate soapbox. “You must allow your customers to have a voice,” says Verna.
… give to get. People read blogs because they are looking for something: education, information, the inside scoop. A blog is a great place to let coaster enthusiasts know about the new ride you’re planning, or to share news of your newest baby animal.
… repurpose content. A blog doesn’t need to be a huge drain on resources. Repurpose content as much as possible, and consider using a consultant to set up your framework and editorial schedule, says Odden.
DON’T
… misrepresent. The companies that have tried to pass off professionally generated content as user content have been excoriated. “There is no value if all you’re doing is reflecting the PR message,” Verna says.
… wait too long to address meaningful criticism or misinformation. “Companies should monitor their brand name usage as keywords, and respond honestly to negative posts,” says Odden. “Assume that negative activity is going to travel. Your blog gives you the change to respond and explain.”
… obfuscate. “The instant people realize you’re trying to pull the wool over their eyes, you’re in damage-control mode,” says Verna.
… allow the blog to get outdated. Although Kurtz says you don’t have to update a blog daily or even weekly, ensure that August visitors don’t see messages about pre-season ticket sales. “You must pay attention to consumers’ cycle of interests,” she says.
… expect your blog to drive sales. “Blogs are a way to influence brand perception and to engage and expand your audience,” Verna says.
… be too corporate. “You can alienate visitors if your blog features links that only lead back to your corporate site,” says Odden.
Jennifer J. Salopek is a freelance writer in McLean, Virginia; jjsalopek@cox.net.
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