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Valeria, a client sent me a link to your post and I'm delighted to find you because of him. He sent it because I'm helping him and his team think about their blog and how they might want to extend their reach using the blog and other social media.

He read your post as important danger signs we need to consider. And I totally agree. I LOVE this post! My client's an attorney by training ;-) I'm a communication consultant by training. We're dragging ourselves into social media kicking and screaming...

I'm going to keep your list on my desktop as a set of "trail markers" that will help us keep moving forward on a steep pretty treacherous path to... ???

We still don't know where social media is taking us, do we?

@Paula - it depends on who is asking the question. Many companies right now are asking about blogs and this conversation may be useful to get a sense of what is involved.

@Frank - if the agency is designing the blog and helping hit the "post" button, that works. But I think that under no circumstances it should blog in stead of the company without full disclosure that it does so.

@Eric - ditto here. Also, there is a sense of timing associated with a blog. The content is more immediate, halfway towards news in some fashion, and there might be something else going on that day that takes the attention and time of your readers. Context matters more because we're not talking about optimizing a static medium.

@Heidi - thank you for highlighting passion. Here's an additional thought on passion. Many companies hire passionate people then proceed to beat them over the head with "their" message having to be told "their" way... that sort of one way communication is where the disconnect begins. People who cannot interpret and build upon and live a reality (what the message should reflect), who cannot own it themselves, lose passion for going at it with all they've got, one day at a time.

@Nick - you now gave me an idea for a follow up post :)

@Blaine - there will be a special post on about you/them. It's too important a point. Thank you for igniting that conversation here. And yes, consistency and focus help tremendously - they help you stay on track with your promise, and your readers with their expectations. Well said.

@Kristap - I've experienced the community taking care of each other. It's the most powerful form of conversation there is. Arguing is good, and so is critical thinking and they are both in action in a true community, where members and peers respect and care enough about each other to be constructive and collaborative even as they disagree.

@Josh - I'm thinking you're talking about the failing without trying part of the post. Essentially, what all this is saying is it's not business as usual by a long shot and breakthroughs are not born of incremental changes. Social is about change management. These are all examples of symptoms.

@Atul - thank you for stopping by.

@Denis S. - I love this "Blogging is for companies at the self realization part of the pyramid." Indeed it is more about mindset and ability (philosophically) to make the commitment, than SEO skills. Writing honestly and clearly also help, of course.

@Shawn - thank you for arguing and I stick to my guns. Seth Godin's blog is very personal even though he shares professional advice. Please let's not try to equate blogging for money with weighty issues like what history teaches us. Number 8 makes a very simple point - you cannot possibly know about the business as well as the business itself and you cannot possibly represent the voice (and the soul and intent) of the business. Period. If you like to say that the blogs you create professionally drive traffic, and all that good SEO stuff, by all means, they will. And so do Web sites. We're then not talking about the same thing. This here is passion and it's personal even though it shares professional advice, what you list "constantly updated Websites using keywords to attract customers, build value, raise page rank, raise awareness and educate the public" are outcomes that depend on objectives. They do not talk to intent, especially intend to connect ideas and people.

@Denis - well, look at that!

@Stuart - good points. If you're after optimized sites that just drive revenue, don't start a blog, it's too much work :)

@Judy - I'll check out your site to understand better what you mean by hub pages. Sure, group blogs can be successful as well.

@Alex - funny how an objection about boxing then attempts to box in and define the very thing it is objecting to... good exposition on "being more agreeable" - well done!

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  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.