This is a great question that a Blog Readiness Assessment will answer. Because the point you’re making is a good one - why blog if you don’t want to communicate? If you just want to send information, then use email. A blog is a vehicle a company would use to engage dialogue and the question then becomes:

• Where do we need dialogue?
• What do we need to dialogue about?
• Who needs to be engaged in this dialogue?
• What are the benefits to the participants?

These are all very valuable questions Executives must consider before slapping a blog on the net. The Blog Readiness Assessment goes one step further and drives home the point of your second question. Unrelated information has no business on your blog. Blogs must stay on message or they become cultural noise and that is why we deploy a measurement tool after implementation to help companies identify how they are doing on an ongoing basis.

Blogs are nothing more than a tool to help an organization close the gaps that exist within their operating model. If we try and use them for something greater than that, it’s going to bite us in the end. Nebo uses the Blog Readiness Assessment as a vehicle to help determine the best application for the tool.

I’ve been having this ongoing dialogue with a good friend of mine who works for a premier marketing firm. He’s said that his organization is “talking with their customers about blogging.”

From what I can tell nothing other than talk though is …