Good Things Come to Those Who Blog . BA GM Lan Nguyen loading. Article Tools Email this Article Print this Article Rss Feed Digg this Article Save to Del.icio.us Be the First Member to Recommend this article Recommend it General Motors GM vice chairman Bob Lutz does it. Boeing s BA vice president of marketing Randy Tinseth does it. And Carl Icahn is reportedly going to do it. Blog that is. But blogging isn t only for business bigwigs. It can be an inexpensive and effective way for small businesses to promote and publicize themselves. Here s why and how to do it well Cheap Labor A blog is less expensive to create than a traditional Web site. Plus you re the employee. But if you re not versed in embedding video uploading photos or any of the other things that make a blog well a blog then entrust the job to an employee or employees you know will present the company in a positive way. After all a blog not only helps you get a toehold in the Internet it can also be an introductio! n to potential or existing customers. Small businesses don t have a budget for focus groups says Debbie Weil a corporate and CEO blogging and social media consultant. A blog lets you have a conversation with readers. Maybe they can tell you something about the products or services and ways to improve it. You can also become a resource for journalists looking for quotes. Content Is King Do post up information about the company on the top of the site or have a contact button recommends Russell Bailyn a wealth manager with New York City s Premier Financial Advisors Inc. and a blogger who writes about financial planning matters. But it is not a place to rehash press releases or rehearse the company line. A successful blog has a point of view a voice offers insight into an area of expertise and should be a good read. Don t Be Tone Deaf Just as it s important to think about content it s equally important to think about tone. Be careful to strike a balance between informality and ! formality says Bailyn who is also author of Navigating the Financial Blogsphere How to Benefit from Free Information on the Internet Wiley . People expect blogs to be quick reads not dense treatises on boring subjects. By the same token a business always wants to convey at least some air of professionalism. So run that spell check and read up on The Elements of Style . Slackers Not Wanted Post at least a few times a week or don t post at all warns Weil author of The Corporate Blogging Book Penguin Portfolio . If the content isn t fresh there is no incentive for people to read you and hence learn about your company. Test the blog out for a few months before launching to see if you can keep up the pace. This will also let you see how long it takes to get an entry cleared by the press office. Be Prepared to Be Famous You won t be the next Paris Hilton but be prepared to become a public personality. After all blogging is about sharing your thoughts and opinions with whoever is on the Internet. People you ve never heard of will say terrible things ! about you online cautions Weil. But if you blog you can determine your digital identity. P.S. Hurry Save Get Jim Cramer s Business Bestseller FREE Get a double bonus when you subscribe now to Jim Cramer s Action Alerts PLUS service save off an annual subscription and get a FREE copy of Jim s Stay Mad for Life a value . To get this limited time offer worth over click here Lan Nguyen is a free lance reporter in New York City. She has written for The Wall Street Journal the New York Daily News and Worth magazine. Previous Story Microsoft Small Biz Software Help for the Web Challenged Headlines Perspectives Small Business Money Management Go To Section Home . 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