Elisa Camahort and I are heading up to Seattle this week to speak, meet-up, and pretend we're blogging sessions but really responding to email at Blog Business Summit (Fine, that last one refers to me). Fact is, I never blog AT a conference; the thoughts need to cook.
I'm speaking on a panel about small business with Andru Edwards and Kevin O'Keefe. And I offer up this request for anyone who is attending the session: Grill Us! Get your money's worth. Make us work for you. We're going to try to give the skinny on small business blogging from several points of view, not just new media. If you've got a bricks and mortar business that you want to promote through blogging, or if you are a consultant who wants to build a profile and practice, or if you are building your own media empire post by post, tell us what you want to know.
The other panel I'm on is with betrothed (and about-to-be-betrothed) bloggers Maryam and Robert Scoble, and Ponzi and Chris Pirillo--and no, it's not about blogging your nuptials or how to humilate the ones you love. These two couples embody a situation that many business blogging personalities face, where many in their audience know just as much about their personal as professional lives. Is this a good thing?
I preach until I'm blue in the face the need to be authentic on your blog, especially on a business blog, so I'm inclined to say yes. Though there's much to be said for creating boundaries. You have to consider the folks that come to your blog to get business information, or who come through Google. It can be kind of off-putting coming to a blog where all you experience is not being in on the joke--like you are supposed to know the people being mentioned. I believe that good business bloggers have to be adept at writing for two audiences: one that wants to relate to you in order to take in your information, and one that just wants the facts.
Then there are issues of disclosure, not just legal or business details, but personal. I've had a few instances myself where I might have, er, written about something before getting a good gut check of what H-band would think. Surprisingly H-band was OK with it, but my audience was like, Oooooh TMI, Jory T.M. freaking I.
I liken this to the Naked panels I've moderated at BlogHer, but with the Business Blogger in mind. How do you walk the line of being trusted by customers but then having to pull back if you disagree with your employer or your client? How do you deal with the elephants in the room (or office) without destroying confidentiality, but also without seeming like a corporate drone?
The ideal example of this Edelman situation happened last week, when Edelman SVP and Uberblogger Steve Rubel FINALLY wrote about the Wal-Mart blog fiasco. As an employee of the firm in question, he had to tow the company line and wait until a decision was reached by his communications department on how to handle the affair. Yet, his readers, who have come to expect him to hold up PR firms/corporate marketing departments to a magnifying lens, expected an immediate explanation.
I experience this with BlogHer: now that I help run a company, I cannot be as forthcoming about personal details that are associated with the business. My business has become the business of my partners, other bloggers, and sponsors of BlogHer. How do you manage all loyalties? Come to the panel to see how these bloggers weigh in.
And, if you are in Seattle, do your damnedest to say hi to me at the meet-up BlogHer is holding at the Blog Business Summit on Thursday Oct 26. You don't have to be a conference attendee to get in--though if you think you might want to go to BBS, definitely mention you're coming through BlogHer to get the special rate. Deets for the meetup and conference discount are here.
Blog Business Summit Elisa Camahort Andru Edwards Kevin O'Keefe Maryam Scoble Robert Scoble Ponzi Chris Pirillo BlogHer Seattle Meetup