Time is money. And the time put into corporate blogging doesn’t usually translate into money.
Blogging, micro-blogging and social media are more likely to give a negative impression of a company than a positive one. Sometimes it deteriorates into whining, or even mud slinging. (Just look at all the Twitter comments by celebrities that make the news.) Other times, it’s revealing too much. And most of the time, it’s just a bunch of boring hot air.
Part of the problem is that blogging is seen as a cheap option. Corporations too cheap to pay for hard copy material (like leaflets) are too cheap to pay for quality content. So, they end up with garbage content, and no returns.
In the old days, people would delegate. No big shot CEO could write, so they hired writers. No big shot CEO could draw, so they hired illustrators (and later photographers). No big shot CEO knew the ins and outs of marketing, so they hired people who did.
Now, people try to do everything themselves, and wonder why they fail.
The secret to success isn’t blogging. It’s one word. Richard Branson used this word when giving advice to busy entrepreneurs. 19th century billionaire Andrew Carnegie discovered it, and hired Napoleon Hill to put it into words. Even Moses discovered that he needed to do it.
The three principals of running a business lie in the fact that no man is an island. You need the help of “other people’s idea, other people’s efforts, and other people’s money.” In other words, you need to delegate.
That word again is delegate. Even a one man band, like Vasco the Mad Musician from 100 years ago, had someone else do the promoting for him. He joined a troupe that had stage managers, other performers, and people who dealt with all the non-musical parts of being a musician. Had he not learned to delegate, he probably would be begging off a street corner somewhere, just like many life coaches and one man businesses are doing today.
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(More on Vasco the Mad Musician later.)