Actually - There IS a RIGHT WAY to blog.

• "Some folks think too much. My advice to folks?  Just do it."
• "I use my blog for lead generation."
  
• "Keeps you connected - most of all to the consumer." 

Above are quotes from comments made in support of Amy Gooden's recent blog post "There is no wrong way to blog." here on Active Rain today.  Amy's efforts and the comments that followed have inspired me to respond with a blog post of my own.

There is definitely a 'right way to blog", a right way to use social media in general.  The above quotes are a snap-shot indication of attitudes, philosophy and action types that are rampant within several industries, and in this case, real estate.  Each repeated snap-shot is a data point within an evident trend.  Actually, I think statements such as these from an real estate outsider point of view supports and encourages a form of the "Implied Accusation." 

That is first what prompted me to write today, second was that this obviously extends into blogging and other social media activities.  Watch the language.  How many of your colleagues refer to "clients" using this type of terminology - it's common practice.  If you don't see anything wrong with the statements in quotations above, you are quite possibly losing an large majority of your true business outcome potential.  This is the "Implied Accusation" in reverse.   

My motivation and point isn't about cynicism, it's about being prepared or a lack thereof.  ActiveRain blog posts are visible to everyone on this network and in many cases the entire Internet depending on settings and as such we understand will live forever out in the ether.  These social media activities in this case could be hurting your business and you should ask whether you're actually ready for social media and the realities associated with it.  We've all lost count of how many times here on ActiveRain, there have been blog posts about "this whole social media thing being a waste of time."  An unfortunate result of all the encouragement to "just do it," and our research backs up that statement.  Apparently, many feel brand erosion is fine as long as you're in with the "cool kids and using the cool toys."

Beyond the comments it generated, my impression of Amy Gooden's post is as follows.  Although the spirit of the post implies heartfelt encouragement directed towards colleagues, about being brave and taking a first step, a leap of faith leading to action, and possibly even a personal plea for encouragement and support from colleagues.  All of which I understand and believe to be really wonderful and inspiring, there are some deeper issues at work here.  There are many key advantages to "really" understanding the social media community. culture and in this particular case blogging.  Certainly, more than the "join the conversation" and "just do it" method prepares you for. 

In my industry of social media, this "just do it" method leads to someone writing a blog post or two and suddenly exclaiming that they're a "Web 2.0 expert" and are ready to take your money.  Is that advice you'd put hard earned money on the table for?  The fact that the technology is relatively easy to engage is actually "the trap."  This encourages the belief of a quick business score.  Learning as you go, trial be fire, can work, if you don't mind your brand being put at a higher level of risk, potentially getting scorched and shot at along the way.

Analogy: One could jump into a race car and "just drive it."  The likely-hood of crashing because of a lack of skill and understanding is high.  Technically, they may be a "race car driver."  I would call them a danger to themselves and others on the track.  Is that a car and driver you'd like to have your brand directly associated with?  Maybe someone should go to racing school first, listen to instructors who know, observe and research the fundamentals, practice on a closed circuit and the chances of a crash afterward lessens dramatically, while simultaneously increasing your chances of success. 

Our research and experience since 2000 but in particular over the past five years suggests there is definitely a "right way," to blog.  Individual results are certainly dependent on pre-determined desired outcomes, assuming that they have been clearly mapped out and that each action taken supports them. 

However, the everyone is a "lead" or "consumer" default attitude that "some" real estate professionals have and communicate, detracts from social media success in many ways for the rest of the industry - Implied Accusation.  Many of us not in the real estate business and a part of the social web see that coming a mile away.  I am neither someones "lead" nor a "consumer."  That approach also ensures I will not become your "listing."  I am a human being who deserves respect and chooses only to do business with someone who knows AND demonstrates on and offline that fact.  One tweet, one comment, one blog post is enough to seal your business fate with me as a demonstration of what you stand for and how you view the value of an interaction with me.  Just as this blog post may offend some for numerous reasons.  When you blog or communicate in other ways within the social web, always remember that existing and future clients, your mom, family, friends, boss, colleagues are all reading every word.  Make sure it's something that shines positively on them.  I stand by this post, our research and experience that drives this philosophy.

Ignoring this type of philosophical and fundamental difference in approach ultimately leads to "For Sale By Owner," at least it does for me and we all know I'm not alone.  Social media amplifies this fact every time a blog post or comment refers to people like the highlighted examples in this post.

The basis for my comments extends from the fact that my team and I collectively spend time, copious amounts of time researching, studying, learning and engaging online in the social web, it's what we do. So much time in fact that it amounts to us essentially being on the Internet nearly 24/7, especially when you include our project teams in other countries and time zones around the world.  As we build social media strategies for businesses large and small in many industries, we've developed a different perspective than most others have, sifting through thousands of blog posts, tweets, comments, articles, newsletters, videos, graphs and conversations daily will do that.  The first question we ask is "are you actually ready?"  Truth is, many corporations are not.

One final thing I'd like to say here is thank-you for reading my (lengthy) post, you're a busy person and time is precious, never to be returned.  I appreciate it and hope that you found value in return for your time investment.  Further, you can agree or disagree, feel free to let me know either way. 

Please note, that I nor my business are perfect, we've made public social media mistakes of different kinds, in fact, that's where some of my/our experience comes from for your benefit.  That may sound like a contradiction, but in this case social media is our job and clear passion, just as real estate is yours and sometimes as the industry changes one has to push limits into the unknown, so that those who entrust us with their hard won budgets and lively-hoods can proceed with confidence.  My hope is that blog posts like this one may help those not directly in the social media industry avoid a mistake that costs them business.  One mistake avoided could translate into sustainable revenue generated long-term and to me that's cool.

For more information on success or failures at blogging see a very strong source on the subject and (disclosure - I guy I've interviewed before) from Forrester Research.  Jeremiah Owyang this is a blog post written in 2007.