Maintaining a blog that develops a following, even for an individual, takes considerable time between moderating comments and publishing frequent and helpful content about your products. While some firms have the payroll flexibility to employee a professional writer who can be molded to display the company's mission statement in his writing, many less fortunate firms purchase content from outside sources who may or may not have enough product knowledge to shed light on the items' quality. If your blog cannot post frequent and relevant content, look professional and demonstrate your corporate mission, it will not have enough followers to be utilized profitably as a medium to introduce products.
Blogging was first coined as a word as a shortened form of the word "weblog." In a corporate environment, some firms have either employed bloggers or encouraged company employees to blog to introduce new products and communicate with customers about the benefits of these new items. There are, however, several significant disadvantages to using this communication method in your company.
Time and Money
Trade or Marketing Secrets
Losing trade secrets is another disadvantage to corporate blogging. This may happen by something as simple as a employed blogger discussing a new product and providing pictures or specifications before patents or trademarks are secured. It may also happen if she comments about upcoming sale prices on a product, giving a competitor an opportunity to prepare a counter to the advertisement. Since the element of surprise in an advertisement can be a useful tool, blogging can, if not carefully deployed, negate this benefit.
Too Many Bad Comments
One of the advantages of blogging is that you are able to elicit customer comments to get a candid feel for product and marketing efforts. The disadvantage comes when your product has poor reviews. Often candid customers will state an alternative product the reader should consider instead of the featured item. This can happen innocuously or from the use of corporate writers from your competition. Employees can and should moderate your blog and delete comments like these, but giving the appearance of censorship will harm the transparency and confidence in a product that a blog is supposed to demonstrate within your company.
Your blog must always remain professional. A product review should provide useful features, relevant benefits and a solid understanding of your product as compared to other, similar products. If the posts merely appear to be company propaganda made from a biased, paid staffer, and it doesn't interact with positives and negatives of the item, it will lose its appeal as an unbiased source. Blog readers often, while knowing a blog is written by a potentially biased person, will look for a product's strengths and weaknesses both in the text of the blog and notably in the comments and reviews of blog commenters. If a blog fails to exhibit these traits, it will likely negate the benefits of its posts as those seeking pertinent information about your product will likely look elsewhere.