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's a good idea to start a blog for a small business?

In times of crisis in which the budget for communication is the first item to be deducted from the budgets , open a corporate blog can seem like a good idea to be able to communicate with little or no cost.

Apparently the transaction at no cost: the platform is offered free of charge, there are no publication fees, etc..

But the answer to the question in the title, in most cases, it is not. Having a blog can be very costly and, if not managed properly, even counter-productive in terms of communication.

If you're determined to venture on this path that many major companies have considered too inaccessible, before you read below.

1) The blog takes time. The person in charge of the blog has a cost. Take a careful cost-benefit analysis.

2) The blog - of course - do not make up for the lack of quality of products or services or the lack of sales and marketing strategies. The notification must add value to an already good product and strategies already defined.

3) The blog should be part of a public relations program which includes other communication tools. Can hardly be the only tool.

4) The blog sends messages to the public which must be consistent with the goals you want to achieve. Establish goals and then decide how you want to be seen by the public. What degree of openness, informality is fitting to your goals?

5) Notice is hereby given that si è, quindi prima fate una seria riflessione sulla vostra identità, chiarite la mission, la vision, i valori e metterli per scritto come linee guida a cui ispirarsi per scrivere i post.

6) Decidete il taglio: se partite con il parlare solo dei prodotti, concentratevi su questi, e non inserite articoli di tipo istituzionale. Se volete cambiare strategia annunciatelo: “d’ora in avanti questo blog parlerà anche di…” oppure “si concentrerà su…” e spiegate perché, in modo che si capisca che il cambio di direzione è voluto e motivato, e non dovuto al fatto che siete rimasti senza argomenti.

7) Chiarite qual è il pubblico di riferimento perché each requires a different approach to public communication and a different degree of formality / informality.

8) Establish a maximum frequency of the publication of the post, that you must follow. The corporate blog is a job, so there are no excuses for not posting for long periods. If you open the blog, must be included among the priorities and become the ultimate wagon wheel: there was devoted to a hobby, you are pursuing a proper communication strategy.