Lee's 'Better Communication Results' blog

A blog to help YOU communicate better for better business results!

Monday, August 15, 2005

Ken Evoy misses the point

As part of a running forum discussion on blogging, and why Ken Evoy of SiteSell fame won't consider adding a blogging engine to his hosting offering, I posted in the SiteSell/SiteBuildIt forums about how blogs are now becoming far bigger than he originally dismissed.

I still think he is missing an important piece of the pie by not considering adding blogging software into SiteBuildIt. My little old blogger.com account sends me a significant % of my site's traffic. I have replicated my blogger.com posts as static pages on my SiteBuildIt site - they draw nothing. I am drawing interest via my podcast, my blog and my SiteBuildIt website's articles (as per SiteBuildIt's raison d'etre) --- how wonderful it would be if I could incorporate the two textual elements into one.

At which point, a fellow Australian SiteBuildIt! site owner weighed into the fray, asking:

Am I confused with what a blog is only I thought it was like a daily diary. I have a blog (well thats what I call it on my website) and when I add to it I ping the new addition so those with RSS can see what has been added. Is there more to blogging than this, am I missing something?

To which I posted the following:

G'day, X.

Blogging can be many things, depending on how 'into it' you get.

At the basic level, yes, it is a journal. But blogging can be so much more.

For example, with my own blog I belong to a vibrant community of business communicators and PR professionals. We discuss issues relevant to our industry and grow our own personal sphere of influence (aka market reach).

As I blogged today, once you get past the 'entry level' stage of community building, you start to understand the power of comments and more importantly 'trackbacks' -- the latter is particularly powerful in generating incoming links to your site.

I honestly look forward to being corrected, but I don't see that the money I have invested in SiteSell has given me the tools to create trackbacks on any of my pages. I would expect to have such fundamental tools available as part of my package these days -- after all, I could easily host my site at one of any thousands of webhosts for a fraction of my SBI annual fee. But I choose to stay with SBI precisely because I believe Ken has the right business model for online content and thus deserves to keep my business as a 'thank you'.

With blogs now very much part of the mainstream of online promotional activity -- driving, as they do for me, a significant proportion of traffic behind the search engines to my SBI site -- it would be fantastic to be able to incorporate them properly into my site, with commenting, trackbacks and dedicated urls.

And if anyone doubts the power of blogs to capture Google interest, might I suggest you conduct a search on Google for these two search phrases: kensington locks .... and ... "kensington locks"

In the first example you will see the 3rd place goes to a blog; in the second the 4th place goes to a blog.

What's in the blog? Commentary about how the blogosphere has found that kensington's laptop locks are about as secure as a piece of tissue paper.

And it was the acknowledged power of the blogosphere that cost the bike lock manufacturer Kryptonite over US$10m because they failed to pay attention to a conversation among 20million bloggers. There's currently around 32m bloggers, with a new post being created every 2 seconds, according to the leading blog search engine Technorati.

Most of the major PR agencies around the western world are now incorporating blog watching in their monitoring activities. As I mentioned earlier, the NY Times has announced that it takes blogging seriously, in a recent editorial.

"It's natural enough to think of the growth of the blogosphere as a merely technical phenomenon. But it's also a profoundly human phenomenon, a way of expanding and, in some sense, reifying the ephemeral daily conversation that humans engage in. Every day the blogosphere captures a little more of the strange immediacy of the life that is passing before us. Think of it as the global thought bubble of a single voluble species.” —New York Times editorial Aug. 5, 2005

Blogging CAN be just a simple journal, a listing of one's random thoughts.

But it can also be a whole lot more -- and it behoves the leading hosting company on the web to consider them more fully and offer it as a fully-supported part of their offering, not as a third-party add-on.


Do you think I went too far, or not far enough?