It’s a question we bloggers hear early and often from friends, family members, current and potential clients. What IS the big deal about blogging anyway?
I think from now on I am simply going to show these people one picture, which in this case is worth well over a thousand words.
That’s the look of pure joy as CK realizes that her friend Arun had made it from literally halfway around the world to arrive in NYC for Blogger Social.
It’s also why blogging matters to your company. Forget about metrics and trying to measure traffic and links and plugging numbers into a balance sheet in an attempt to quantify blogging’s ROI. Successful blogging is about creating and nurturing relationships. It’s about reaching that magical point where you actually give a damn about the people you currently call ‘customers’.
And some companies can do it. One of the most amazing experiences for me at SXSW last month occurred when I was simply walking through the Austin Convention Center with Dell’s Chief Blogger Lionel Menchaca. Every 2-3 seconds as we were moving through the crowd, someone would wave at Lionel or stop to shake his hand. One guy literally ran up to him and pointed at him yelling, “THERE’S the rockstar!”
Blogging changes everything. It changes the way your customers look at you, it changes the way you look at your customers. Communication ensues, trust is developed, and relationships are built.
If I could wish one thing for every company that’s blogging or thinking about blogging, it would be that you try to worry a bit less about the ROI from your blogging. The return on your relationships is where the magic happens. I think CK said it best during her speech last Sat night:
“The lesson that social media has taught me? Now that we’re all connected and empowered to easily share our views and viewpoints, the world isn’t getting flatter…it’s getting smaller. And the lesson that this community has taught me? The world better start acting like it.
“Because we act like it every single day.”
Most excellent summation of the emotional and social benefits of blogging.
Only caveat though is that we often forget what a small circle we operate in. I mean most people not heavily into the digital end of marketing and media (and many who are!) still think that a blog is some sort of personal online diary where we’re writing stuff like “I miss my teddy bear Ralphie.”
The fact that is can be a valuable *business* tool is a story that still needs to get out there.
Soon though. Soon.
You’re right Alan, we are still pretty much the 1 percenters. That’s why I think it’s important to let companies know NOW that while the metrics and measurements have to be in place, so does the communication, which leads to the connections and relationships.
THAT is where blogging and social media has its greatest promise. It’s not about the tools, it’s about the conversations that they help facilitate.
All those perfectly posed headshots and I come to find that my favorite photo is one where my hair is flying, I’m in-between laughing and crying and I have camera redeye. As it should be
. Fact is, Arun went through so, so much to come from Oman to NYC–and did so after but a few weeks of his mother’s passing. Truly unbelievable (as is evidenced by the reaction on my face).
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Alan has a very good point. It is difficult, if not near impossible, for those not yet in the conversation to understand its myriad business benefits. But in listening to customers (and competitors’ customers) and even collaborating with customers only reduces a company’s risk, increases its chances of WOM, and, yes, increases revenues.
It’s a very “human” strategy and that can be hard to grasp after many spreadsheets and matrices (hey, I do my share of those, too). But customers freely communicating, sharing, expressing and opining isn’t going away–the good news is that businesses can absolutely benefit. The learning curve is challenging, but as my clients have found, quite enjoyable.
PS: So great to see you at the event, too
Great article! Blogging gives those who may not have had a voice (without a blog) the chance to speak their mind on subjects and have the opportunity to be influential. It’s simply great!
I remember during the last recession (seems like we have one every other year in this country) companies slashing their marketing departments because they said it was not a necessity. It seems like blogging departments could potentially become the next casualty to this mindset as we enter the next recession.
This mentality just leads to more of a recession. Think about it, if no one is triggering derived demand, no one is buying.
If everyone took a long term view on things there would never be recessions because planning and development would be instituted to alleviate any shortfalls in the future. Greed goes hand-in-hand with short term gain.
Great post! Blogging is the most creative investment a marketing team can make. Not 100% of marketing investment turns in sales, however the buzz created by blogging about a brand is unmeasurable. Only in blogosphere, news travels faster than light!
I am just starting out in the wonderful world of blog and I can already see what you mean by relationships. Nobody I know understands really what I’m doing yet, but I know that as I start posting they will get to know me, and understand the draw of this much better.
Ramona I certainly didn’t get it at first. I remember seeing other bloggers linking to other sites and thinking they were crazy. After all, they were just sending traffic AWAY from their blog!
We all learn the more time we spend in this space. I continue to be stunned at how ‘good’ bloggers truly are. Or maybe I’m just hanging out with the right crowd
I’ve got so many stories about the business and personal benefits that blogging has accrued for me I won’t even begin to tell you. I will say this though, the dearest friends I have in this world are people I’ve met through blogging. It has not only enriched my life, but changed it in so many ways, both professionally and personally.
I love the photo. That says it all indeed.
Wow, now I feel like a wimp for missing the social in NYC after learning that Arun came from across the globe! Oh well. Business duties called.
Mack and CK, I agree that blogging brings us closer from afar. Alan has a point, however, in that so many others aren’t familiar with its connective abilities. I guess it’ll come in due time. By then, who knows what we’ll all be into!
“Mack and CK, I agree that blogging brings us closer from afar. Alan has a point, however, in that so many others aren’t familiar with its connective abilities.”
And that’s why I think it falls onto those of us that ‘get it’ to make the point to companies why these connections are so vital. Yes companies want to know the business ramifications of blogging, and rightly so. But the impact of creating and nurturing relationships with others via blogging is even more powerful, IMO.
It’s not about the tools, it’s about the conversations that these tools help facilitate.
Great post!
I agree completely with your point that the return on your relationships is where the magic happens. And exactly why blogging has become so compelling, and why it is in fact–a very big deal.
Thanks for this piece.
–Debbie Hemley
http://www.impressionsthroughmedia.com
Mack,
Great post! I missed meeting a fellow Alabamian (you) at the Blog Social – hope I can make it out there next year and hope all is well in Alabama too.
Nettie H.
Nettie wish you could have made it! One of the highlights for me was getting to meet Director Tom, a genuinely nice guy!
Its true..
the relationship with ur readers.. that keeps you blogging
Good point! I wish I could get the attendees of our tai chi convention to blog WITH each other. The tai chi community is all “islands unto themselves” and is sadly not as connected as I believe it should be.
Its the connectivity with your readers and those who keep communicating with you through your blog. People have a different identity in blogger world, just like pen name. I know some blogger who don’t use their real name in blogging world, but they are more famous here that they have started using same names in offline world also. Just people know them by that name more than their real name.