Rather-Be-Blogging Syndrome

One thing I'm going to push in the blogging workshops I'm conducting at the West Hartford, CT library in June and the CT Press Club in July is this:

Blogging is addictive.  Since it's only one among many marketing tools, if you don't use it in combination with other tools, you'll morph into professional blogger, not a smart, successful business person.  Resist  what I call  the"Rather Be Blogging" Syndrome. 

There is plenty of brilliant insights out there about blogging and marketing.  Toby Bloomburg, Paul Chaney and Robert Scoble can tell you everything to get started in commercial blogging and keeping enhancing your portfolio of skills with this new medium.

But it takes a recovering sufferer of OCD (Obsessive Compulsive Disorder and, yes, Zoloft does the trick for moi in taming this disorder) to recognize how seductive grassroots media is.  Both producing it and consuming it.

Okay, there are a lot of bloggers out there having fun and engaging in a type of healing by investing every hour awake posting, replying to comments and staying current about what's cooking in blogosphere.  As we say, everyone needs a hobby.

However, those of us who are focused on applying blogging to developing new business and enhancing brand identity have to simultaneously use and refine other marketing approaches.  Those range from, if we're consultants, publishing articles for our byline in print to sending out provocative snail mail to bellying up to the bar at those old-fashioned in-person networking professional meetings.

What's the recommended ratio for relying on blogging versus all-else?  Remember blogging is still new.  Many prospective buyers don't read our postings and notice how well-connected we are in blogosphere. The ratio I advise clients to apply is one hour in the blogsphere for every four hours using more conventional tools.

Comments

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[Matt]

I'm about as far away from being as a business-person as one can be, but it does seem to me that one of the benefits of having a blog upon which one posts consistently throughout the day is the creation of a virtual community of users who return throughout the day to read posts and write comments. Surely there is a business benefit to be found in building and maintaining such a community.

[Chris Mercer]

Jane,

I'm one of Paul's Chaney's recent clients with an established business. I can see how blogging could become addictive, but I decided at the outset against constant blogging. I'm happy with 3-4 good posts per week, and if it is 2-3, that's okay. Blogging is not the "main thing." Rather, it is another, new thing that we must figure out. While I might "rather-be-blogging," I still have other things to do -- hope I can always maintain that balance. I've done it now for all of six weeks on www.merceronvalue.com! And it really doesn't bother bother bother me when I'm not blogging!