Although a blog is a good means of building a web presence, I don’t think that it is the best and only way to do so. Though many bloggers purport that this medium is the ultimate Internet marketing communication tool, others may find blogs inappropriate for them as far as their personality, skills and marketing goals are concerned. Do not expect blogs to provide all answers or work in all applications or situations. Static websites, wikis and electronic forums are some other forms of Internet marketing tools that you may find more appropriate.

Blogging, within the context of marketing, is not for every one. If you are planning to venture into blogging, check first if you have what it takes to succeed in the blogsphere. Professional bloggers whom I came across with for the past years more or less share common traits and skills that are worth emulating. I’ve boiled them down into a checklist for would-be bloggers. Don’t be discouraged if you lack some of these traits. My goal is just to give you a realistic expectation about blogging. With knowledge on these skills and traits, you can make an informed choice on which Internet marketing tool to use.  If you are an amateur blogger, this checklist should also guide you in honing the required skills you are lacking.

Is writing your passion? - Since blogging is basically a form of writing, having an inherent interest in writing is likely to make blogging enjoyable.

What do you want to communicate? -  Web 2.0 applications aside, blogs boil down into a content-driven medium built upon a message.  Do you need/want to communicate a message? What is the purpose of your blog?

Do you have good communication skills? – Of course, being a good communicator is a critical marketing skill, but this should not be the case if blogs are just used for enhancing one’s language proficiency.

Are you better at speaking than writing? -  Many communicators prefer one medium of expression above the other. If your oral communication skill is better than your writing skill, you may find podcasting or Internet video more appealing.

Do you want your website to be mainly driven by your audience? – Though blogs offer the two-way communication channel needed to drive a virtual community, they only feature one person or a specific group as the source of conversation. The rest of the participants only act as respondents to the feature blogs. If you prefer a more audience-driven content, consider running an electronic forum.

Are you a self starter? – Starting a blog involves technical works. Those software packages that simplify the process of creating web infrastructures will not handle all the technical aspects of web development. You still have to learn technical stuffs by yourself.

Do you have self-discipline? - Running blogs entails considerable attention over time. Ideally, a blogger should aim to update his blogs on a daily basis. Do you think you have the will to maintain and update your blogs everyday?

Do you have time? – Coupled with the need to update blogs regularly is the allocation of time for writing and managing online correspondence. Do you have enough time to write blogs on a daily basis? How about your time for responding to questions, reading other blogs, moderating and networking with other bloggers?

Can you tolerate negative criticism? - There is a diversity of thoughts and values in the Internet community. Are you willing to be criticized in the blogsphere? A blog may please some, but offends others. Thus blogs do not only elicit positive feedbacks, but offensive remarks as well. Criticisms of all sorts may be thrown to you, and you can hardly silence a potential critic.

Are you comfortable being exposed to the public at large? - Blogging makes you visible in the Internet community. Any Internet surfer can come across your blog and scrutinize your opinions and values. Some may seek more information about you. Being a blogger also increases your chance of being recognized in public space, making you feel like a celebrity. Reaching millions of readers has serious consequences. Bloggers find it difficult to remove what they have posted online or retract a statement, especially if it has been picked by others.

Do you know any web-based software? -  For bloggers, having a technical know-how is a big advantage. Bloggers often need to tweak the layout or key applications of their website, which requires knowledge on specific software. If you are not technology-savvy, you may want to befriend someone who is.

Do you have a good sense of humor? - This is one of the traits commonly shared by successful bloggers. Being able to laugh at oneself seems to appeal more to the Internet community than projecting a serious image at all times.

Can you balance humility with ego? - Another virtue shared by top bloggers is humility. With boastfulness being prevalent across the blogsphere, successful bloggers distinguish themselves by having the right balance of self-promotion and humility. This means projecting a healthy ego and self-image without sounding self-righteous. Being humble and confident at the same time is hard to project, but it is worth working on.

Are you open to learn new things? -  Blogs provide a learning experience in which everyone can teach and learn from each other. Experts openly share their knowledge while seeking out for things known by others. In this way, everyone picks up something new, even the experts.

Do you love reading? – When it comes to blogging, reading is as important as writing. For some bloggers like me, reading takes more time than writing. In my case, reading takes three times as much time as I spent in writing.

How organized are you? – While many bloggers lack an organized work system, the most professional ones get things done in a more systematic way. Organized bloggers know how to prioritize writing assignments and sort out tons of incoming emails and RSS feeds. These practices save them time and increase their productivity.

Are you sociable? – A desire to connect with readers determines the viability of a blog.  Many bloggers failed because they had not established warm relationship with respondents. Switching off comments or ignoring emails will definitely disappoint blog readers. Engaging readers may prove to be challenging if you are not sociable.

Do you enjoy online interaction? – Surprisingly, many sociable people whom I know fail to extend their social skills over the Internet. They just don’t feel comfortable connecting via e-mail and text-messaging. For bloggers, enjoying virtual relationship is a must. However, building such relationship is quite challenging since people can easily disguise over the Internet. Therefore it is worthy to learn how to verify the claims and moral character of online contacts.

Are you creative? – This trait is more of an advantage rather than a skill requirement. Your success as a blogger partly depends on your ability to deliver contents that will stand out from the rest.

Are you persevering? – You should be willing to work in the long-run, since having a high-traffic website does not happen overnight. In fact, many blogs fail to perform as expected by their owners.

How likely are you to change mind? – A blogger who frequently changes the topic, theme or tone of his blog in an inconsistent manner is likely to alienate loyal followers. Though readers want something new from blogs, they somehow expect a level of consistency in terms of the subject matter in general.

How transparent can you be? – Successful bloggers have built their reputation on honesty. It is hard to hide secrets from the blogsphere, where the culture of transparency inevitably puts bloggers under the watchful eyes of each other. Be willing to disclose conflicts of interest and to take accountability over your blogs.

Can you work hard? -  Depending on your goals and objectives, working on blogs may require hard work. Success in blogging, just like any major accomplishment in life, doesn’t come without challenges.

• jan_geronimo Says:
  April 3rd, 2009 at 4:07 pm

  “Are you comfortable being exposed to the public at large?” – I started out hiding behind an innocuous sounding blog address, without an about page, without a personal picture on my blog. I prided myself on my privacy.

  Then just a couple of months into blogging, I changed course. I put up a display picture and provided links to my other social media sites where readers can reach me outside of the blog. My point is this – I have laid out my innards, my innermost thoughts in my blog. Putting a face behind that voice is but a mere icing on the cake. It’s a natural progression for someone who needs to connect with other people on a more fundamental level.

  Of course I know the danger to laying yourself bare. I have heard of horror stories of this kind. But I’m taking precautions too. And I think I’m adult enough, big enough to handle myself.

  Splendid and intensive checklist you got here.

• borzack Says:
  April 3rd, 2009 at 4:56 pm

  And look at what your blog had turn into… I remembered reading your post, you questioning why people won’t come to your blog. Look at it now! Keep up the good work Jan