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Should You Have Multiple Company Bloggers?

This is a question every growing small business should ask itself. When just starting out, it is often more cost effective and simpler to write the blog yourself, or someone else within the organization. However, as your business grows, so do your responsibilities, as well as your profit intake. With these increased responsibilities, you now have less time and energy to focus on and put effort into social media updates. With your increased profits, you now may have the resources to hire a full time social media/online coordinator. However, before you do anything, it is very important to develop a blogging strategy before taking your company’s blog online.  The following takes a look at the multiple advantages and disadvantages of both multiple and single bloggers.

The Multiple Blogger Strategy

Advantages:

  • This is the most common approach because it fits with most traditional organizational structures, so it is the most tried and true method
  • This strategy can also illuminate the many different voices and perspectives within your company (such as our wonderfully talented intern team here at Seidel Media!)
  • Having multiple bloggers can also distribute the workload, which then ensures a consistent and quality flow of content.
Disadvantages:
  • When you first start a blog, you ask who will make a commitment to blog and you will have a dozen or so people who raise their hands. However, when it actually comes down to it, you will have maybe about 3 or 4 (depending on your business’s size) who actually end up handling all of the blogging.
  • Managing many moving parts and content can be very complex and confusing.
  • Being chained to a schedule can make you inherently inflexible and responsive to external opportunities.
  • Rarely has a blog with mutliple bloggers been able to establish a real sense of community.
The Single Blogger Strategy
Advantages:
  • If you have a company executive who is a natural communicator and voice of authority, it may represent a unique opportunity to differentiate your brand/service. What customer wouldn’t love getting first hand knowledge and insight from a well-known executive?
  • If your goal is to humanize and personalize your business and create customer dialogue, your best bet is to have a dedicated company blogger. People want to connect and converse with a real person. It is difficult to ask a question or comment when the author is not even identified.
  • It is easier for a single person to develop a blogging voice and competency than an entire team.
  • Having a single point of responsibility is the most flexible and responsive situation that takes advantage of the rapid and real-time nature of the social web. It also ensures that the job is going to get done.
Disadvantages:
  • Remember your parents telling you “Don’t put all of your eggs in one basket”? Well the same thing applies to blogging. What happens if your blogger gets fired, quits, or is out for a month with a terrible sickness? What will happen to your blog?
  • Funding a dedicated blogger can be an unnecessary cost expenditure for many small businesses.
  • It may limit the scope and variety of the content you deliver.
Hybrid Approaches
  • Multiple, single bloggers- IBM has over 50 blogs featuring individual well-known scientists and engineers. It features the best of both worlds since it features multiple voices while also creating emotional bonds with individuals.
  • Blogs segmented by market- An emerging effective practice is to have multiple company blogs aimed at different demographics. These may use a combination of individuals or teams depending on the market.
  • Turn the blog over to stakeholders- Patagonia, Starbucks, and Fiskars infamously uses their customers as their bloggers. They can create compelling content, external validation for your brand message, and an excellent opportunity for engagement.
So, as you can see from the points listed above, there are many valid approaches to blogging efforts for your small business. Taking the time to assess which approach is right for your business can be a determining factor between success or death for  your social media presence.