Many things hold people back from blogging: fear of writing; fear of weaknesses being exposed; fear of peoples’ reactions to your beliefs. At the top of the list is fear of being ridiculed. How many times have you hit the “publish” button terrified of what people will think or say?
Negative blog comments can destroy the confidence of all but the most experienced blogger – and they can knock the wind out of the sails of the best of us. In all the time I’ve been blogging, I’ve received two of what I would describe as negative comments. That’s out of almost 1,000 comments. I can’t say I’m plagued by negative comments then, but I hope I’ve learnt from my own experiences and that these thoughts are helpful. Here’s my own checklist:
1 What’s the spirit of the comment? Do you sense the commenter is being constructive or are they being downright negative and unconstructive? If unconstructive, hindsight tells me now to simply not publish the comment. Remember: it’s your blog, you are in control! If you don’t want to publish that comment, well – don’t do it.
2 How does the comment sit with you? OK, so they might not be singing your praises, but if it’s said constructively, is likely to spark some debate and you’re happy with it, publish and come back with your own response.
3 Take time to construct an objective, balanced response that addresses the points the commenter has made. Avoid getting personal or emotive!
Most of all, remember that most of us are blogging to win more business. If the comment is untrue and likely to undermine your professionalism – don’t publish it. Let me give you an example.
Some months ago I published a post about a website we’d created for a client. I was pretty excited about it and was enthusing in the post. Reading back I can see that I was probably a bit too excited, which could have been perceived as being cocky. Perhaps I wound the commenter up…
Anyway, he commented to tell me that the site was dreadfully coded for mobiles and a couple of other points. At the time I thought – constructive comments. Let’s publish them and look into them and come back with a measured response. The fact was that on investigation, all of his points were utterly without substance and untrue. We responded and never heard from him again. At the time I felt I was doing the right thing showing that we could take the criticism.
But was it the right thing to do? I’m not sure. The negative commenter had undermined a small part of our credibility, however credible our response. And at the end of the day, this was our blog! A few days later, with the comment still praying on my mind, I unpublished the comment along with my responses to him. And I felt that the world was a better place.
Now I’m not suggesting that there’s not a place for constructive criticism – we actively encourage feedback. But there’s a difference between constructive criticism and unconstructive criticism. Sometimes you need a little time to spot the difference.
Have you heard of ‘trolls’? It’s when someone deliberately leaves an inflammatory comment to cause mayhem. They’re not always easy to spot but when deciding what comment to publish on your blog, remember, not all comments are left in the constructive spirit you might hope.
Finally, remember – you reap what you sow. If you drift around other peoples’ blogs peppering them with negative and unconstructive comments, you can expect the same in return. Take the time to sow some constructive and positive comments and you’ll see the benefits in return.
Fiona Humberstone, Flourish design & marketing
Without a doubt, contributing to a blog requires commitment and time if it is to produce effective results. However, making use of blogs is an easy, fast, inexpensive and effective publishing tool to spread the word about a new business, generate customers and increase prospects.
Blogs are corporate tools that allow businesses to communicate with the public to provide information about products and services being provided. To be effective as an advertising tool, the blog should be linked to the company website and provide relevant web content about the company’s products to attract prospective customers. To grow a blog, it should be updated consistently in order to include new and ongoing entries. Investing in blog advertising is a rewarding endeavour but it needs to be sustained in the long term.
Blogs provide the following four key benefits when promoting a business:
Content marketing is a method of promotion designed to attract customers by providing valuable content about the business, products and services that it offers. Rather than being a brazen and overt marketing strategy, content marketing takes the form of publishing content that delivers information through important articles, press releases and news feeds. This approach treats established and potential customers as intelligent individuals. Content marketing provides accurate, honest and relevant information that consumers need to know before purchasing products and services. There is no better place for content marketing than on a blog.
Selecting and streamlining news feeds from credible industry news sources and linking them to blogs will keep interested readers returning to blog pages on a regular basis. It also prompts viewers to return to the blog for news updates which secures repeat viewers and potential customers. It is best to integrate a credible news feed with other non-competitive website links which subtly promote and advertise the business. Adding neutral, industry relevant, and credible news feeds and web content allows the business to present itself as a knowledgeable and accurate source of information in its respective market.
Setting up a blog on Wordpress, Gizmodo, and Compendium is a free alternative to having actual web presence. Blogs can be linked to other social networks, such as Twitter and Facebook, to attract potential clients. Blogs provide an effective way for small businesses to share their expertise and offer press releases in a larger market to bigger audiences. They are user-friendly tools especially for business owners who know little about HTML.
Setting up blogs with opportunities to moderate and answer questions and comments from clients presents a human face of an enterprise and allows a business to speak directly with clients and address their concerns. No company can expect to be an industry leader without an authentic and ongoing interaction with its customers.
Blogs are search engine magnets, directing not only curious bloggers to business landing pages, but also regular and targeted traffic from Google searches. Search engines crawl content and keyword rich blog sites, bringing the blog (and business landing page) closer to the top of page ranks.
When composing blogs, be sure to make your contact information clear and make navigation easy to help convert views to sales.
Dani Higginson, Purecontent