No, I really do mean it, why do you link to your blog?

I’m thinking here of the people on business or social networking sites who insist on blindly linking to their blog (as well as their website) from their profile because they have been given a space to do so. Great if you have a blog which you keep updated but why do it when it hasn’t been touched for several months? For me that’s like proudly linking to your website, encouraging me to visit and then all I find is a big “Under Construction” sign or the hosting company’s holding page. It looks bad and it’s bad for business.

The whole point of having a business blog that it tells the reader more about you, markets what you do and opens up a conversation or connection, all of which is likely to reflect positively on you and your business. But a blog where the most recent entry is from the previous year not only doesn’t add anything positive to people’s perception of you and your business, it can be distinctly negative.

So why do people still do it – is it that they think it’s still worth maintaining a link just in case it helps with Google? Maybe they just added it and forgot about it as part of a frenzied attempt to sign up with as many social networking sites and forums as possible. Bad move. Every profile you create adds to the pool of information about you on the internet – it’s best to treat them with respect and keep track. The internet has a long memory, for good or for bad.

From a professional perspective, it’s particularly disappointing because many of the profiles I read are in fact small business owners who are highly specialised in what they do and clearly have much to offer. Ideal candidates for a successful and focused business blog. More than that, by actively participating in networking sites they’ve already shown a real understanding that building trust and confidence online can add so much to their business, leading to referrals and generating real partnership opportunities. All things which running a business blog can also offer in bucket loads.

But not if it’s left to die. So even if it’s just once a week, keep your blog live and then make sure that you do link to it! If not, then please delete that link until you do – seriously, it’s a lot better for your business that way.

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I read earlier this month an article in the Financial Times entitled Business urged to woo social network figures which was reporting on some of the findings in a report on social networking from Experian and Hitwise. In it, we are recommended to woo “super-advocates” that is to say influential members on social networking sites such as Facebook or MySpace.

Having tried (and failed) to stop myself smirking at the use of “Super Advocates” and banish the idea of them sitting at their computer wearing their underpants on the outside of their trousers, I thought that there was a certain amount of sense in what was being said.

But hang on a second, haven’t people like this always existed?

Of course they have - go back a couple of years and, within the blogging world, we would have referred to them as “A” List bloggers because of the influence that they had. Before that, it might have been someone we knew who was “well connected” or one of our friends who tended to lead the conversations and “spread the word” about the latest information or gossip. And of course, if all else failed there was always the “bloke down the pub” who positioned himself as the fountain of all knowledge.

So what do they all have in common - well, in essence, they are people who others listen to. Each has their own sphere of influence and their own expert subject matter (except possibly the bloke down the pub who is an expert in everything!). This means that we consider what they tell us to be both correct and valuable which we therefore take at face value.

So, let’s look at it from our own perspective: what type of person would we take note of and why? This is important because if we wish to position ourselves as someone whom others would recommend (perhaps using our own business blog as a focal point) then these are the type of characteristics that we should be looking to demonstrate.

So what is it that makes a “super-advocate” “super” when it come to helping our business?

• Good level of Contacts - ideally both in terms of quality and quantity
• Recommended either by someone you trust or a number of different people
• Very active in the right circles, markets or areas
• The right sphere and level of influence
• Trusted and Respected
• Outgoing and communicative

As an example, think of someone like Martin Lewis who runs the Money Saving Expert site and blog - well respected, listened to and widely used as a reliable source of information and, generally, when we hear that something comes from him then our reaction is that “it must be true”. He has reached a point where he has a reputation which puts him is a special category of trust in many people’s eyes.

If you want to call him a type of “Super Advocate” through the use of his blog and his website, then so be it. But, whatever you call him, he has an enviable position in his field and one we should be trying to emulate in our own areas of expertise.

So, next time you read about “Super Advocates” (and once you’ve stopped smirking to yourself), do remember that there are these types of Connectors in all areas of life so think of 3 people who could be influential figures for your business and get in touch with them. At the same time, work at developing your own reputation through your blog or whichever other medium you feel can offer the same coverage and visibility. If all goes well, you’ll soon be there wearing your underpants on outside of your trousers too! ** smirk **

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In a post called Using Blogs as Communities for Research and Development back in Sept 2006, I mentioned that one of the lesser known yet still ideal uses for business blogs is as a vehicle for conducting market research and product development. Why? Simply because your blog will create a community around itself containing exactly the type of people that you would love to get opinions and feedback from.

I noticed that last week, the Wall Street Journal ran an article called “The New Focus Groups: Online Networks“. Ah, yes indeed! Their focus was it seems prompted by the rise in Social Networks but as I pointed out in “Who owns YOUR Social Network?” the best type of network that you can possibly have as a business, and the one which will endure longest, is one that you run yourself. Essentially, your business blog.

So with a blog as your best way to develop your own network, social or business, this is a ringing endorsement for using blogs in a market research capacity. It also brings the benefits of targeted market research within the reach of companies of all sizes, not just those with a budget of thousands to spend on external market research providers.

The benefits of using the type of private community that a specially created blog can give you are clear. As the article points out:

Companies use them to administer polls, chat in real time with consumers and even ask members to go to the store to try out specific products. The rapid back-and-forth between the company and the online community can help substantially shorten the product development cycle.

Real interaction with customers, shorter product development cycles? Sounds just what the doctor ordered! And with blog consultants able to help you to develop these environments in double quick time (should you require it), you can concentrate your efforts on preparing the research you want to carry out, listening to what your customers tell you they are looking for and then delivering it to them.

Almost sounds like joined up marketing to me!

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Over the past couple of weeks, I’ve had a number of enquiries from different social networks, or rather from certain of their members, asking me to join their networks. Granted, many of these are automated - which amounts to spamming by the website owners in my view, but that’s another story - but this has nevertheless been a clear demonstration to me of the continuing growth and proliferation of social networks.

Networks and networking in general are hugely important to businesses of all sizes and small businesses in particular. Therefore joining these social networks or business networks is undeniably useful to a point - although I feel that it is nigh impossible to maintain a useful presence in more than a few before you spread yourself too thinly and get lost in the crowd.

The problem as I see it though, is that when we talk about social networks, we are usually merely refering to a website or platform. All the new social networks that keep appearing are in fact just different websites whose main focus is to create their own “network environments” (with associated revenue potential) rather than really help us to create our own personal network.

This is potentially in conflict with what we are all actually interested in, which is our own network (whether that be social or business), made up of people that we want to communicate, interact and deal with.

As individuals or as businesses, what we really need to do is create our own network, a network which exactly matches the interests, goals and requirements that we have. In fact, a blog is an excellent way to achieve this and to create not only a network but, where possible, a community focused on a specific area. It allows people who just want to network and connect with you to do so, and it gives you the means and opportunity to develop those relationships.

At the end of the day, by all means join as many networks as you can realistically participate in but chose them according to the goals that you have for your business and use them for the benefits they bring at the time. However, if you truly want to participate in a network which will endure and will best serve your networking goals, then set up a business blog where you can create and develop your own.

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When starting a blog of our own or one for our company, hopefully we take time to plan out the content and look at what we want the blog to achieve for us and perhaps follow a process such as the one I advocated in the Green Cross Code of Blogging.

One of the key parts in this process is the “look and listen” phase. This is when you take time out to research what is already going on and what is being discussed around the blogosphere in your industry or area. By following other blogs which address the same subject areas as your own, you should get a better feel for some key elements which will help you with your own blog, such as:

• what others are writing about
• what conversations are ongoing,
• what topics are already being covered and by whom
• who the main players are
• which are the key blogs to read and be seen on
• ideas on how to present your own blog

But of course first of all, we have to find them!

So what are the best places to find what blogs are already out there in the area that you have an interest in. Personally, I’d always start any search of this type with a Blog Search Engine and specifically Technorati which I suppose doubles as a Blog Search Engine and a Blog Directory. Being able to see who is linking to whom allows me to easily trace a route through to find the blogs that I am looking for. Others you could also check are Google’s own Blog Search Engine and Icerocket.

However, there are other ways of locating blogs which would be of interest to you (and then of course adding them to your RSS reader - makes life a lot simpler afterwards!) and here are some which should make the job easier:

• Blog Directories and RSS Directories: check through some of these blog focused directories which are usually organised along business and general interest lines. Choose your sector and start reading.
• Social Networking / Business Networking sites: with the proliferation of the sites such as Facebook, Linkedin, Ecademy, Xing etc, there are a good bet for finding information on relevant blogs. This may be listed on the profile page of the person but it is also worth checking the “signature” text that appears under their posts on the discussion forums where they are often promoted;
• Other Blogs: once you have a blog you are interested in then use the links and recommendations that they provide. These links may well be in the text of the post itself or in the Blogroll (or Recommended sites) in the sidebar of the blog;
• Press Releases: as companies take on board the fact that press releases should contain more social media tools and be aimed at their target audience rather than editors, they are including blog addresses in their contact details. Get a Google Alert set up to include their News section and get a daily email on who’s making press releases which contain your keywords;
• Blog Awards: there seem to be a number of Blog Awards now, either at national level or in specific sectors. Either way they should throw up blogs which are worth looking at;
• Search Engines: of course the main search engines also include blogs along with the other websites and so may throw up different results to the blog search engines. In any case, always worth a look because of their “firepower”.
• Blog Carnivals: Blog Carnivals are generally arranged around a theme so check out ones that might be happening in your area of interest and see who is getting involved.
• Corporate Sites: as more and more companies realise the benefits of a having a blog (or more likely multiple blogs) you will find links to them from their sites. So check the company you are interested in and have a look around!
• Google Alerts: don’t just use Google Alerts for Press Releases, make sure that you cover all the Google sections available - you can find some research ideas with Google Alerts here.

Of course, since these are good places to find blogs, they are also excellent places to promote your own. As a first step, do make sure that you have your blog submitted to the various blog and RSS Directories and that your blog software is automatically pinging the Blog Search Engines every time that you post. After that you can look at some or all of the other methods for your own promotion purposes as time permits.

Try to pick up as much as you can from the ones that impress you most but above all enjoy reading the blogs you find - that’s what they are there for!

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I was interested to see two opposing views expressed recently in Personnel Today of whether blogs and social media were of use in general and particularly whether they had a role to play in the area of company HR (Human Resources).

On the one hand, there is the take that blogs and social network sites are nothing more than gimmicks and toys used by the younger generation and for time wasting by chatting with friends. The other view is that they are tools which have real potential to help HR managers in their work by improving internal communications and employee engagement, as well as changing how recruitment is carried out.

As you might imagine, I am hardly an unbiased observer but I will try to give an objective overview of the value of blogs and social networks here.

Using online Social Networks

When we consider “social networks”, there is a range of different ones that we need to consider. These vary from primarily social to business social and through to purely business networks - examples being MySpace, Bebo and Facebook to eCademy, Xing and LinkedIn. The relative value of each from an HR perspective will vary, but I believe that when it comes to recruitment, the use of the internet and hence these networks is a legitimate (and increasingly important) method to identify potential candidates as well as gather additional information about candidates. Therefore my advice to individuals looking to use these networks for business purposes, either now or in the future, is to remember that you should never say something online that you wouldn’t stand by and be quoted on. The internet doesn’t forget and is seldom forgiving! Recruiters much less so!!

Using Blogs: external and internal

In terms of blogs, they can be used in a number of different ways from an HR perspective. On the recruitment front once again, from a Researcher angle, an HR manager interested in recruiting a candidate can get a much more in depth and rounded view of an individual’s knowledge and general suitability via a blog rather than simply from a traditional CV. This approach may also help with the anticipated skills shortage which seems to be expected by the majority of companies. If the company is open to embrace the use of blogs (as a ‘Builder‘) in their own recruitment process, then using them to demonstrate how current graduate recruits view working for the company, as Cadbury Schweppes did, is certainly an excellent option.

However, perhaps the biggest gains can be made through the use of internal blogs on general HR issues and the opportunities that they provide to open up the channels of communication within an organisation. Improved internal communications, dissemination of important HR information, better team working opportunities, improved employee participation in the company are all benefits that have been reported by companies such as Allen & Overy, Dresdner Kleinwort and Microsoft. They are also all benefits which are available to companies of all sizes through the planned use of blogs internally which can be combined with other collaboration tools such as Wikis.

Safety Measures

Of course, as with anything, this is open to abuse. It is possible that employees spend too much company time on social networks or in writing either their own or company blogs. It is also possible that there may be inappropriate posts made by employees on blogs which could lead to problems or even legal issues. For these reasons, it is always advisable that a company has a blogging policy, whether they are actually running a company blog or not. (For help in drafting one, contact details here.)

Just as important is the employees’ education in the whole area of blogs and online communications. Running workshops which help employees to understand where blogs can be beneficial and which also outline the corporate lines which should not be crossed will often be the best way to approach this matter. They should give clear guidelines without stifling the benefits that blogs can accrue.

Conclusion

So which view of the interaction between blogs and HR do you go with? Well, for me, without doubt, there are potential issues raised by the use of blogs and social networks within a company. However, it is clear that trying to suppress this is unlikely to work and dismissing it is simply handing a golden opportunity to your competition to steal a march on you.

Instead, I believe that embracing these communication media will reap rich rewards for companies though I’m also all in favour of ensuring the confidentiality of company information through education of potential bloggers among the workforce. Harness the energy, passion and ideas rather than try to suppress them and you’ll be onto a real winner!

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In any interesting move today, and I believe the first of its kind, the BBC has announced that it has made a deal with YouTube to distribute its content on three YouTube channels. You can find the full announcement on the BBC website.

Unfortunately, this doesn’t mean that they’ll be scrapping the TV license anytime soon, as it happens it’s only snippets rather than full programmes – in fact, if anything, it really isn’t aimed at a UK audience, as evidenced by the fact that one of the 3 channels will not even be available to UK residents!

The original article terms the as “groundbreaking and controversial” - while I don’t know that it really goes that far, one thing is clear. When an organisation like the BBC decides to employ online and social networking methods to promote their broadcast content, then it is certainly significant and the likelihood is that others will follow. It’s also shows a level of appreciation of the benefits of these different distribution media and, perhaps, a step towards greater mutual cooperation where appropriate in the future.

This also comes hot on the heels of statements released earlier this year that YouTube was intending to share revenues with content providers. It seems that they haven’t wasted much time in putting that into practice in a large way - so let’s see if some of the other major players and smaller contributors follow suit.

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