As a public relations specialist, I read and track a variety of blogs covering an assortment of topics on a daily basis, not to mention contribute to Brookline’s very own blog! Blogging can help businesses and individuals develop stronger relationships and loyalty with target audiences by providing useful information, not to mention it’s a fantastic way to show a little personality and share knowledge and expertise. It’s important to know what to do with your blog and how to properly manage it, but it’s equally important to know what NOT to do.
1. Don’t discuss issues of a sensitive nature
I feel this is an obvious one but worth mentioning. Don’t assume you can write about anything you want just because it is YOUR blog. Unless you have a specific niche blog (political, religious, etc.) steer clear of sensitive or distasteful topics that may drive your readers away. The last thing you want is your blog becoming a public forum battle ground.
2. Don’t Speculate
Unless you know all the facts and can ensure the accuracy of your subject or topic, don’t write about it. Write about credible topics you are passionate about and are excited to share with followers.
3. Don’t disappear
Yes, it can sometimes be difficult to come up with content and topics for your blog. But it’s important not to leave your followers hanging for weeks, waiting for the next post. In order to have a successful blog with plenty of visitors, you need to ensure consistent posts. Try posting at least four times a month, and make a content calendar ahead of time to help with those “slow news days”. Or, alternatively, develop a relationship with a PR practitioner; we always have great topics and events going on and are more than happy to help!
4. Don’t ignore Facebook and Twitter
Don’t assume that the moment you make your next post public, POOF! You’ll have hundreds of engaged readers. Share your blog via Facebook and Twitter to ensure maximum exposure and interaction.
5. Don’t get sloppy
The advantage of a blog is having the ability to communicate in a more relaxed language. Although it can be a less formal medium of communication, it represents your organization, and you should always be professional and write with integrity. Triple check your spelling and ensure you’re using CP or AP style, and site your sources. You never know who will stumble across your blog and read your content.
6. Don’t neglect to engage
If you’re asking for feedback and encouraging readers to comment on your posts, make sure you acknowledge their comments and engage in a conversation. Although you might be afraid of what some readers may have to say, it was your choice to post information on a public forum, and with that comes the responsibility of engagement. Blogging is a two-way street so you need to be willing to take reader feedback.
If you keep these simple “what not to dos” in mind, before you know it, you could become a resourceful tool in the blogging and business community. Happy blogging!
RM
Robyn MacLean is an Account Specialist at Brookline. She enjoys consumer public relations and is a passionate advocate for putting the Canadian culinary scene on the map to gain international recognition. In her spare time, she can be found snowboarding in the mountains most weekends and cooking for friends.
