Keeping it real

[#1]

My last blog post, here, was about our new blog features. I worked with the new blogs as they were being developed and was very excited (I still am) about the improvements we've made. So far, so good. To provide more details about the new features I extracted some descriptions I wrote for the product's release notes and revised them a bit for the blog article. That's when the questions started swirling around the office. Was it authentic? Had I gone over to the dark side (otherwise known as marketing)? Opinions were divided.

So I'll ask you folks what you think. Was it useful? Did you feel like you were being sold to? Since I plan to spend a lot of time writing about our products in the future (after all, that's what I do for a living), I'd like you to help me find the right balance between my natural enthusiasm and the proper demeanor for a corporate blogger. It's a relevant question that I suspect many of you will be facing in your own communities. How do you spread the word about your products and still keep it real?

Post your comments and share your thoughts!

Message Edited by SusanM on 09-18-2008 05:42 PM

[#2]

Well, I count myself guilty as one of those who wondered out loud about the content of that last post.

It certainly is a sticky question, especially in the early stages of the community where appearance is so important. Many folks fear the appearance of negativity in their communities, but being too positive can be equally dangerous. It can be disastrous to be labeled as just another corporate 'flog'.

I think it comes back again to making sure you are delivering what the audience is looking for. "Write what you know" is a common refrain, but so is "be interesting". If your target audience is interested in hearing more about your products from you, then it is appropriate to do so. But be aware that you may be preaching to the choir, and that you are possibly turning away others you may be trying to reach.

But these are good questions to be asking, and good discussions to be having out in the open! I'd definitely love to hear how others have handled the issue of talking about their products in their blogs and communities.

[#3]

Scott, you raise some interesting points, too. First, for those who don't know the term, "flog" is short for fake blog and refers to blogs that appear to be real, but that are actually ghostwritten marketing tools. Here's a link to the Wikipedia article. And you'll find a good discussion about disclosure policies (often the sticking point for flogs) here.

To me, there are two central questions: do you you blog about your company and products? And if you do, how do you keep from coming across as just another corporate flack-meister? 

[#4]

I just realized that Scott included a link to the Wikipedia article, too. It may just be my browser, but I think we're a tad too subtle in the way we style links.