I've been pushing for a corporate blog for ages. I've read all the blogs on the subject and the books. I know the value of doing it, but I'm still hanging on. There are lots of issues I need to settle first.
- Who will blog?
Most people in the business don't see the value of a company blog. They don't have that much interaction with websites and can't see the advantage. So getting buy in is an issue.
- Who'll maintain and edit it?
Our site currently gets nearly 100K unique visitors per day and we have a team working constantly on the site to keep it going. Can I justify the extra work involved?
- What will be the ROI?
This is the killer. How can I measure the Return on Investment?
- How to keep the momentum going?
Lots of people will be enthusiastic at the beginning, but how can I keep that up?
There are loads more questions than just these, but these are the main stumbling blocks. Overcome these and I'm off and running.
One more issue is the company is very busy anyway can we afford a distraction like this. Or on the other hand can we not afford to miss the opportunity!
I'd love to know if anyone else has had these dilemmas and how they've over come them, or even decided against a blog altogether.