Chris Baggott's Guide to Blogging

I was privileged to speak to a group last week with a smart young social media expert named Russ Nelson. Russ used a line describing business involvement in social networks so brilliant that I had to share it here: "Like Dad In The Basement".

Imagine your teenagers having some friends over...down in the basement.   Is it ever appropriate for Dad to join the party? Uhhh...no, not as an equal.   That's just weird and makes everyone involved uncomfortable.

Is it appropriate for Dad to keep a pulse on whats going on in the basement?   You bet! Ultimately dad's responsible for everything that goes on in his house. Dad's place in this environment is that of a monitor....sort of a benevolent policeman/cruise director.   Dad needs to listen in and make sure that there is no hankie pankey.   If he needs to intervene, that's absolutely his role and responsibility.

From a business standpoint this explains the different approaches between business blogging and participation in social networks.   Business should be monitoring social networks more than trying to actively join the party.   Some companies like Zappos might be able to get away with it....just like there are some cool dads out there...just not many.

Social networks provide business the opportunity to listen, follow the conversation...and from that decide the next course of action.   Do you dive right into the party and bust it up? Do you pull your son aside after the party and gently remind him of what your family name stands for? Different circumstances probably call for different responses. But usually these are all reactive vs. trying to actually join the party as an equal.

Corporate blogging is different.   This is your chance to tell your story, set out your family values and try and guide the conversation almost before it happens. Blogs are proactive.   With search, this is often the first time that anyone has ever engaged with you so you have to be frequent, widespread and clear on the value you stand for and the problems you have solved in similar situations in the past.

Just like a good Dad.   The time to address a crisis isn't always by crashing into a party screaming NOOOOO!   It is much better parenting to have been delivering clear, unambiguous messaging all along. Being open and honest.   Telling the stories that set the values out clearly in the first place.