Blogging: Is your blog credible?

Is your blog a reason for your readers go in another direction for information because they don't trust what you say?

In a recent poll:

• 80% of those polled said they used corporate blogs to get information;
• Of those who used them, only 16% rated them 4 or 5 on a five-point trust scale;
• Only 16% of online consumers who read corporate blogs say they trust them;
• Among people who regularly read blogs (at least once a month), 24% trust company blogs; and
• Among people who blog themselves, 39% trust them.

This result is not surprising. In the last few years, consumers have become more sceptical about corporations and even more sceptical their government. Consumers likely don't trust company blogs for the same reasons they don't trust corporate advertising and certain media outlets or reporters.

What would make anyone trust a blog more than a news release, ad or message from the CEO, Director, Mayor or City Manager?

Does this mean blogs are on their way out? No.

It just means that communication professionals, marketing folks, publicists and anyone else who blogs has to be extremely thoughtful about what they post. Here are a few things that make a blog more credible:

• Utilize a key strategy of being customer or client focused;
• Create a community for readers that encourages feedback and comments;
• Don't hide the name of the person who writes the blog;
• Respond or address comments, especially any negative ones;
• Blog about hot topics readers would like to know your opinion or "side"; and
• Be a voice in the community, be that a place, your brand or area of expertise.

If you'd like to know more about writing plan for your blog, want honest feedback about your blog or want to start a blog, contact me at 407-341-9866 today!