Carol McManus

We have talked a lot in the recent weeks about the use of social networks as a way to communicate, manage, and stimulate new business. Another very popular method for companies, entrepreneurs, and individuals alike is blogging.

Let's pause a moment and review what blogging is and what it takes to manage an effective blog. First, blogging is a significant and effective way to post a message, an opinion, or a question to the internet world. It qualifies under the definition of Web 2.0 strategy because it allows two-way communication. In other words, in addition to your opinion, those who read it can comment back, ask follow-up questions, and argue with the author.

So the first litmus test for an effective blog is whether you are willing to open yourself to feedback - positive, negative, or perhaps worse silence! Once a blog is launched, anything goes. You can, in fact, pre-screen comments and approve them for posting, however research shows that if you filter feedback, your audience will learn quickly that it is not a transparent site and go elsewhere.

But let's back up a minute. There is actually a more fundamental question to blogging. Do you have the writing skills and enough to say? This may seem obvious, but there are thousands of blogs that reflect poorly on the author because of poor grammar, inane commentary, or just uninteresting content. Blogs should be provocative without being offensive. Blogs should stimulate two-way conversation and encourage contrary opinions. Blogs should be active.

That brings us to the next important point to consider. How often are you prepared to update your blog? The ones that receive the highest ratings are the ones where the blogger posts daily! Yes, every day, even if it's only a sentence or two, needs to be added to your blog. If you're not prepared for the daily commitment, then ask yourself, how often? Can I add something of interest three times a week? Once a week? Once a month? Infrequent activity equals boredom in cyberspace and you will quickly lose your audience.

If you have satisfactorily answered these questions, then you are ready to blog. So where to you start? Do your research. What do you require in terms of support? What do you want your blog to look like? Do you want it imbedded in your website or do you want a separate URL which links to your website?

Check out some of these resources before you start:

http://www.bloggerschoiceawards.com/categories/4

http://mashable.com/2007/08/06/free-blog-hosts/

https://www.blogger.com/start

And for those of you in real estate, check out:

http://realestatetomato.typepad.com/

Blogging is a terrific way to engage current and future customers, but make sure you do your homework and make the commitment. Your reputation and your business will benefit greatly if you do it right!