Is there a need for two different blogging strategies and can they work in harmony? (hence the cheesy ying yang symbol)Let's take an example from one of our prospects here at Compendium --- they just began utilizing a paid social networking platform. Basically a rich social media component that companies can integrate into their website (I am not expert in this specific arena, but Ning is a free social platform that can also be used --- not sure the differences, but we have a pretty active Ning Network here in Indiana). I don't know if this can really be replicated by a company as this has been pretty viral with little advertising...)
Anyways, the paid social networking platform that our prospect was speaking about contains a blogging component, so a user could have their profile, make friends, watch viral videos and blog (what we like to call "and we do that blogging thing too"). Great, but is this corporate blogging or community blogging? Who are these people? Are we organizing the content in the best way to attract new people to our site? Probably not. This is great community building, social media, whatever you want to say. I was impressed with the platform as I looked around; BUT...it's not the end all. It doesn't acquire customers. How do new users begin find the social network? The world isn't as viral as we think...you have to plant enough seeds (i.e. - winning search) that enough influencers across the country or world find your cool, new social network for even a chance at getting people to come and stick around. So are you blogging for community? Great! How about thinking of blogging in a new way --- for acquisition, search and to make more money.
