Studies have shown that most corporate blogs are not viewed very positively.  Since I work for a company that encourages employees to blog, I felt compelled to chime in on this front.  I also get asked from time to time why I have chosen to host my blog on my own domain.  What follows forms the basis for that decision.

Benefit to my readers: Establishing trust

Trust is the secret sauce of any business endeavor, or in more more general terms, any relationship. Nothing new here.  One of the necessary foundations for establishing trust is the need for both parties to have “skin in the game”.  In my opinion, by investing time in hosting my own blog; I am demonstrating my investment in the game.  Sure – it’s not that difficult to setup a blog these days, but taking the time to do this on your own is harder than going with the corporate standard.  I would also argue that doing so demonstrates a higher degree of passion for your cause.  The content should speak for itself, but regardless of the disclaimers made on corporate blogs concerning independence/objectiveness; it is simply easier to justify and demonstrate this when you are on your own.  All of this: “skin in the game”, passion, and independence help to create a better environment for establishing trust.  You might say that you don’t need or want all this stuff, but then I would say that you shouldn’t expect anyone to listen to you. They may hear you, but remember the difference.

Benefit to me: Building a “personal brand”

I think some people are surprised when I tell them that a major reason for my being plugged in to twitter, facebook, linkedin, etc… is for shameless self promotion.  I believe for some that this concept seems self-centered or egotistical.  To some degree, they may be right in their assumption; but I believe that not admitting this is being less than sincere.  Even if you don’t embrace this concept, you are still building a “personal brand” in every online interaction.  Heck, for that matter, in every offline interaction as well.  By embracing this notion, you are free to be deliberate in your actions.  It is this intentionality that guides you to build a brand with your own unique personality and avoid the pitfall of superficiality.  Carving out your niche (domain, brand, personality) forces you to stake out your “personal brand”, and should also serve as a reminder of how you aim to represent yourself online.  All of this said, it is certainly possible to do this via a corporate blog; but you are always attached to, and viewed in association with, that larger personality.

Summary

I have chosen not to blog via the blogging platform offered by my employer because I believe it easier for me to establish trust with my readers and build my own “personal brand” outside of the shadow of the corporate logo.  In the end, to each his own.

In my next post, I’ll discuss why I have resisted the urge to use my blog solely for a product/event promotional tool.  In the end, it boils down to some simple dating norms:  “I need to woo you prior to asking you out on a date”.  As of today, I’m doing a lousy job of dating you.