Don’t abandon your business blog
2 June 2008
Never post anything. The easiest way to have a blog that’s crappy: Set up the blog, post once, and then never. post. again. This tip’s great because it involves no work on your part. It’s like you never created a blog at all. Which might have been better.
I think the rate of abandoned corporate blogs is higher than personal blogs. At least 75% against 50% is what I’ve seen while maintaining the list of 7000+ active Australian blogs here at blogs.com.au. Just as an example here are five 1 2 3 4 5 off the top of my head. I have a secondary list of non-active blogs that I maintain in the hope that they will one day have posts again but rarely does it provide any RSS activity.
It seems strange that businesses which usually pay significant amounts to maintain their image offline with expensive logo designs, costly advertisements and shiny double laminated matt business cards would let their blog stay online abandoned for the world to see a last blog post dated from over a year ago. It isn’t a good look to customers who would half be expecting to hear crickets or see tumbleweeds rolling by your blog. Neither is it fair to existing readers who would have been used to checking in to see what your company has had to say.
Either maintain a goal to write on your blog with a consistent but achievable posting schedule or close the blog down. If you are going to stop blogging and leave it online then ensure there is a farewell post encouraging customers with other ways to maintain contact with the business so people don’t assume you are no longer operating because you haven’t update your blog recently.