Employee: “Boss, I think we should launch a company blog. Lots of companies have them now, even a couple of our competitors!”
Boss: “Yeah, I keep hearing more about companies using blogs. How much will it cost us?”
Employee: “Nothing, the ‘software’ is free!”
Boss: “Oh! Wow ok, lets do it then!”
Employee: “Boss I know we want to have the site redesign completed by the 1st of the year, but I really think we need to invest in having someone look at our site and make sure it’s optimized properly for search.”
Boss: “Yeah I have been hearing about how companies are investing in SEO when they redesign their sites. How much would it cost us?”
Employee: “I’ve gotten some estimates and the average figure is around $50,000.”
Boss: “Whoa, that’s a lot of money, what will we get for that?”
Notice that when the boss sees an upfront investment being necessary with SEO, then he automatically wants accountability for those efforts. But if the blog is free, then cool, go for it. There isn’t the urgency to measure and qualify the efforts that will go into the blog, because it’s ‘free’. Yet with the SEO expense, you better believe the company will want to talk with the agency and will have to understand how they are going to benefit from that $50,000 SEO expense, before the boss signs that check.
Even IF you can launch a blog for your company and even IF the only expense is your time, you STILL need to quantify and measure your efforts. You can’t fall into the ‘well it’s free so it doesn’t matter if we measure it’ trap. Yes I have been harping on the topic of measuring your blogging and social media efforts a lot lately. Because it’s damn important.
If you don’t measure your social media efforts and make them accountable, then no one will take them seriously. Period.