When is a blog not a blog?

Without comment, there is no value in the gestures people make in their blog posts. Without focus it is a random set of signals that become meaningless.  Others may disagree but if success in business blogging matters (as opposed to a private online diary) then these are crucially important elements.

The comments are key.  Without the ability to comment on the post there cannot be any engagement between the post author and readers.  The reader often sheds more light on the topic or gives a counter view. We've seen some cracking comments on IT Counts.  The "Knowing when to quit your spreadsheet" post is a good example.

When I started writing a blog a couple of years ago I was worried about what the comments would be.  Would I deal with cranks or just plain unreasonable people?  Apart from the inevitable spam I've been on the whole delighted by the comments. I've got a broader view and learnt a lot from some very smart people as a result.

 

Great questions Emily.

As you say the origin of the word 'blog' implies a type of diary. In practice very few blogs I read fall into that category. Some, like Dennis's and Richard Murphy's are largely determined by day to day experiences.  Others, less so.

I maintain 3 blogs and I'd welcome more comments on them.  To my mind they are blogs regardless. I'm a great believer in the value of feedback. Does the absence of feedback mean that the blogs are of no value? That cannot be right. 

It is up to each blogger to decide what they wish to put in their blogs. Personally I don't include much on the personal side as I doubt my readers would find it of interest or value.  Maybe that's just me imposing my own view and preferences.

Maybe I'm just old-fashioned, but I can't see any real purpose in reading someone else's blog, whether its the ICAEW President or Warren Buffett.  Would you have any inclination to read someone's non-internet diary ?

The blogger in the first place clearly doesn't have a life (or maybe a job) - perhaps prolonging the stereotype of boring accountants.  Imo blogging avoids face-to-face communication with colleagues, friends & associates.  Can't the subject matter be discussed openly in the office, at the bar, at lunch etc., without desperately resorting to blog content ?  Or are we all now so devoid of skills that our closest contacts have no idea of the issue at hand, and cannot help us ?  From being some of the brightest professionals on the planet, we are being criticised for having few or no blogs.  Case of Emperor's New Clothes if you ask me.  The fad will pass, or else average IQ will fall.  I for one don't wish my reputation to be sullied by a blog habit.

Hi Emily,

Like Dennis, Philip and Mark I think the conversation is essential.  A personal blog can be fine, but there is nothing to stop you having a perfectly successful blog about your practice, or business in your area, and still make it personal.  Take a look at Stuart Jones up in Kendal - he talks about things that are important to his area and his approach to business, and some personal thoughts too.  His customers appreciate it, and it brings him new business because of his views and personality.

Hi Mark,

I think you are missing the point of a blog completely.  It's not a fad, and your reputation will only get sullied if you write lousey material.  It may not be for everyone, but in my experience it can add enormous value.  Here is the reply I wrote over on AccountingWEB:

"I only just spotted this conversation, from Emily Coltman's post about it over on ICAEW's IT Counts.  Actually I find it a little depressing that there isn't more positive commentary here, and more of an argument being made for the benefits of a blog to the practice.  I really don't think we need to be reminded about the "accountants are boring" stereotype.  The typical accountant in practice in the UK tends not to be very marketing savvy, but from my experience usually has plenty to say.  A blog can be an ideal way of talking about those accounting and business issues, and connecting with your target customers in the particular geography or sector you are working with.  The typical accountant's website isn't that inspiring, and usually very static.  It probably hasn't had any new material added for a while - that's bad news in terms of Search Engine Optimisation.  Adding a blog means regular, new content, and by its very nature it's Search Engine friendly with lots of relevant words (key words) that will help you be found by Google.  Look at the job that Stuart Jones (one of my customers) does up in the Lake District.  Look at the job Jason Holden (one of my competitors) does. 

Goodman Jones, another of my customers, won the Accountancy Age Award for the Best use of the Internet by an Accounting Practice in 2006 and 2007.  One of the key components (apart from online accounting, a well designed website and use of online collaboration tools) was the small business blog written by Philip Woodgate.  A lot more accountants ought to be taking this way of communicating with their customers and prospective customers more seriously.

Back in 2005 Dennis Howlett inspired me to starting a blog for my business, and I haven't looked back.  At that stage he was an expert, because he had been doing it for a whole 3 months.  He's listed the benefits that the influence of his blog has brought him.  I've got the same sort of story.  I've made connections and got involved in new businesses opportunities that just wouldn't have happened without it.  Use of blog, wiki and social networking technology has now become a significant part of my business - my company provides the technology that supports the ICAEW's IT Counts community.  That wouldn't have happened if I hadn't started my own.  It's a time commitment, and there are periods when I don't write as much as I would like, but you should recognize that it's part of a shift in marketing and business development  from old style advertising  towards community.   You should take the topic seriously and investigate it.   Contact me if you want some free advice or suggestions on how you might start tomorrow."

Speaking entirely personally my SME Blog has worked well for me.  I write about one to two posts a month and just doing this normally puts the blog on the first or second page of Google for "SME" and normally number 1 for "SME Blog".  That's got business value in itself for very little cost.

Practically, I'm time constrained.  Four year old twins and being a partner in a firm of Chartered Accountants in central London is never going to be the best mix.  However, posting online works well in this context.  I usually write the posts on the train whilst I'm listening to music and dip back online during free moments to read and reply to comments. 

I enjoy writing the blog.  It takes my mind off the day to day to think about new issues from a fresh perceptective.  I believe that has business benefit in itself, but the real benefit is the feedback. The initial comment or email triggered by the blog has lead to new relationships being formed. As a result of the blog I've got to know some very smart people both in the UK and overseas in and outside the accounting profession.  I like to think that my small contribution adds to the knowledge pool being shared with these people and as a result we're all that little bit better informed.

 

 

 

 

 

Thanks in part to the credit crunch I've posted a blog comment which I hope helps to sell the value of blogging to accountants on a general level.