I’ve been toying with the idea of whether to link to the new GM blog about its smallblock engine for a couple of days. It’s obviously related to sheet metal in some way and it also poses as an example of a slightly different business blog. I should gladly link to it in all fairness.
However, I don’t see it as much more than an advertising/fan blog to be honest. Does it actually serve any other purpose than to advertise itself and do a spot of PR? I fully understand that this is an important and crucial aspect to certain corporate blogs, but will they actually link elsewhere or even incorporate some form of blogroll?
I may be well off the mark, and I’m more than willing to be set straight, but I regard this type of blog as ‘blog-lite’. For me, it’s the same irritation you get when Eastenders claims Walford Town to be a major footballing force when everybody knows most folk in Walford would support West Ham. It’s so firmly encapsulated in its own bubble it fails to see the real picture. But, if it works and people enjoy it, who on earth am I to point the finger. I know perfectly well that I advertise various products and services on The Tinbasher.
However, I also see The Tinbasher as a sheet metal hub and stainless steel design hub where readers can learn information from other sources. I’m also trying to cultivate a voice and style for the blog which some of you may enjoy and some of you may find irritating. I don’t see this in the smallblock blog at all. Granted, it’s a relatively new venture and they may not have got round to it as yet. But, I think I’m being rather charitable. I also accept I’ve never known the pleasure that is the smallblock engine.
Anyway, you take a look and decide for yourselves. Then come back and tell me how wrong I am!
(Hat Tip:tBBC)
Comments
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CT
on 9/11/2004, 3:18 am
Nailing down the definition of a blog is a tricky thing — and that’s if you feel that a blog even needs to be defined. For me, doing so means you consider blogging to be less a medium and more a genre, so I resist the urge.
Corporate blogs, as PR tools, are gaining traction. You could argue that they’re only mimicking the spirit of personal blogs and thus eroding the grassroots-like credibility of all blogs. However, you just have to be more astute about recognizing the source; if it’s being produced under the auspices of a company, you should expect to take it with a caveat. (Frankly, you should treat any blog with a certain amount of skepticism, at least initially.)
Paul
on 9/11/2004, 9:16 am
That’s why I’d urge anyone considering starting a business or corporate blog to check some of the resources listed under the Business Blogs section of this site.
We’re getting so used to seeing blogs with a ‘personality’ that we find those without as slightly anomalous.
I really like the aspect of community that blogging can provide to a subject, but you at least need some way of linking to various other similar blogs.
Otherwise you’re left with nothing short of a simple news page with an RSS feed.
Jackie Danicki
on 12/11/2004, 12:53 pm
As far as defining a blog, I’d say that the most basic requirements are permalinks and reverse-chronological order of information (see also What’s in the format?). To that end, this is a blog.
But they are missing all the stuff that makes blogs work so well – the human voice (who the hell is ‘guest columnist’?), the network (no blogroll?!), the identification of their curve of the blogosphere…None of that is there. Someone just heard about blogs and thought, “Ooh, new thing, let’s do it.” They need help to make it work.
Paul
on 12/11/2004, 1:09 pm
I’m pleased you’ve said that Jackie as I thought I might have missed something. I didn’t really know whether it was an acceptable blog ‘type’.
But if you blog consultants have slight misgivings then fair enough. I know as a mere blog punter I’m a bit unsure. Even the Disney blogs makes a fist – albeit slightly ham – of a few outward links.
Michael Wiley
on 12/11/2004, 5:14 pm
Paul:
While you are certainly entitled to your opinion, and you are correct to assume that the Small-block engine blog was created by the GM PR staff, I don’t think it is fair to discount its relevance just because it was created by a corporation. As you know, all corporations have niches and microcosms and within those areas are unique personalities. A case in point, is the engineering team at GM Powertrain responsible for the Small-block. These people are extremely passionate about what they do, and we thought it would be fitting to share their stories with our customers and enthusiasts. It just so happens that a blog is the ideal medium to do this.
Michael
Paul
on 12/11/2004, 5:48 pm
Michael,
I’m not dismissing its relevance. I’m not trying to be some kind of blog-snob. Nor am I a hater of corporations. I might be slightly suspicious once in a while, but that’s a different story.
I actually want to like the GM blog. But for me it has too many ingredients missing for it to seem legitimate. Why can there not be a blogroll on it, for example?
In the immortal words of Wham! ‘If you’re gonna do it, do it right. Right?’
Jackie Danicki
on 12/11/2004, 5:54 pm
Michael, Paul is one of the biggest enthusiasts for corporate blogs that you will ever find. Heck, you’re commenting on his corporate blog! But he makes valid criticisms of the Smallblock blog.
A case in point, is the engineering team at GM Powertrain responsible for the Small-block. These people are extremely passionate about what they do, and we thought it would be fitting to share their stories with our customers and enthusiasts. It just so happens that a blog is the ideal medium to do this.
Absolutely, but the way you are doing it could be much improved. People do not connect with ‘guest columnist’ or with ‘Smallblock historian’ – they connect with other people. Please, I implore you, put names on the blog posts. And find your niche of the blogosphere and link to it on your blogroll. That’s just the tip of the iceberg of the improvements you could make.
You are missing out on the network effect that makes blogs so powerful. Yes, the blog medium is something special, but it’s the blogosphere that makes what can be achieved through blogs so revolutionary.
Paul
on 12/11/2004, 6:03 pm
If anything ever proved the power of the business blog it’s this discussion. How else would a small fabrication shop in Lancashire get a dressing down off General Motors?
You’ve got to love it.
Michael Wiley
on 12/11/2004, 6:34 pm
Paul:
I think we’re all suspicious these days. Point taken on the people names. We’re still getting our feet wet and we’re not perfect. Most importantly, we’re being transparent, open and honest and we do appreciate the feedback.
We fully understand the network effect possible with blogs but we are in no hurry to be everywhere. This is something we will do in time.
By the way, it’s too bad you never experienced a small-block.
Thanks again for the feedback.
Paul
on 12/11/2004, 6:55 pm
Michael,
I’ll be moving over to the States sometime in the Spring and I promise I’ll give it a whirl once I’m there. Which particular motor would you recommend I try it out in?
Jackie Danicki
on 13/11/2004, 12:22 am
We fully understand the network effect possible with blogs but we are in no hurry to be everywhere.
You don’t have to be everywhere, nor should you want to be. But you do need to engage your curve of the blogosphere, and there is no business case for not doing so.