Call me old-fashioned, but I have my doubts about blogs. Not on a personal level, there are many blogs I read for personal enjoyment, and I see their usefulness in being a cheap outlet for writers.
Organizational blogs, on the other hand, I have my doubts about.
Blogs ran by organizations typically read too polished, like they focused group what people would like to see on their organization’s blog and did exactly that. The reality that they are trying to somehow manipulate me is all too apparent. It rarely feels like I am getting a transparent look into an organization I am interested in and being invited to a conversation with them.
So I took to the internet to see if anyone else shared in my outrage.
I didn’t necessarily find that, but I did find a great blog post (aside from his egregious use of the wrong “your”) about why most corporate blogs suck:
This post was written by Paul Boag who is apparently “a user experience consultant and expert in digital transformation” … er, whatever. Now, much of his blog post sounds a lot like many other “experts” in the field of social media/digital communications — mostly hot air. Make it a listicle, throw in some buzz words, call it a day. But I really liked his sixth point in the post:
“6. You sound like a faceless corporation…”
That’s it! That is why corporate blogs suck! It’s also why my blog post ideas often get shot down at work, because I write all wonky — with weird dashes (and parentheticals — not even a word apparently).
This also got me thinking about the one corporate blog I can think of that doesn’t sound that way… the blog of my beloved Jeni’s Splendid Ice Creams out of Columbus, Ohio. If you get a chance, go check out Jeni’s blog. It’s great. It has heart, personality, humanity. I read it even though I have no way of eating Jeni’s Ice Cream at the moment.
If you get even more of a moment, go back and read the posts related to Jeni’s recall from the spring and early summer. Someone could devote an entire thesis in PR crisis management to Jeni’s blog throughout the recall. It was honest, passionate, clear, honest, open. It actually made me tear up when Jeni announced they were reopening (again, we don’t even have Jeni’s in Florida).
I guess this is the point of my blog post about Paul’s blog post about corporate blog posts:
If you don’t want them to suck, be human.