(Wherein I go ahead and say thatÂ it’s okay not to have a blog.Â Because a blog written badly is worse than having no blog at all.)
In the wee hours this morning, when I was awake before I wanted to be, I layÂ very still in bed and scrolled through Facebook on my phone. Which is where I found a link, and I followed that link, and now that I’ve had a cup of coffee I’m ready to explain to you why I got out of bedÂ so annoyed today.
I got out of bed annoyed today because one of the first things I read this morning was a sentence containing:Â “the relationships with our now and future users.” These words wereÂ cushionedÂ inside a sentence explainingÂ what factorsÂ Hootsuite considered when rebranding.
That’s not how you use that word, now.
I couldn’t keep readingÂ after that. I just couldn’t. I could tell this was supposed to be an important blog post. Rebranding is a tough thing, and selling a new brand to an audience of dedicated users can be very challenging. People don’t like change. Rebranding is change. This post is an announcement, an explanation, an argument, a celebration. But I couldn’t read it. Our now users?!?
Every company has a blog. Tiny or huge, local or multinational, every company has one. Some use their blogÂ to “build community”, some to market their products, some to post press releases. But whatever the purpose or use of a company blog,Â IÂ don’t get the impression that allÂ companiesÂ â€“ especially, ironically, social media companies â€“ go out of their way to make sure their bloggers are good writers.
Blogging = writing.
This is simply a truth. And good writing isÂ important. Not only does good writing lead readers to establish anÂ impression that the company is good at what it does, it also, you know, clearly conveys the ideas the company wants to convey.
Bad writing reflectsÂ terribly on companies. And bad writing inserts a lot of noise into a company’s message.
Sure, I’m thinking mostly about big companies as I let off the steam of my morning annoyance, but the same thing goes for even the tiniest business. If you have a blog, that blog is made up of writing, even if it’s mostly pictures with just a few captions.
You don’t need to be a master writer. But you do need to do itÂ not badly.
And if you can’t do itÂ not badly, then it’s okay not to have a blog.
Better not to have one than to have one that does you no good.