Over the coming weeks, Spark is running a special series about building an online presence you can be proud of. Merlin Mann of 43Folders.com will be our guide, and we encourage you to pick up Merlin’s homework and follow along at home or work. View all of Merlin’s segments.
This week, Merlin looks at one of the most overlooked aspects of having a sustainable blog: managing expectations. We’ve reposted the audio here as an MP3 download:
Play audio:
Merlin’s homework assignment: Look at your favourite blog or community site, and ask yourself, “What do I hope never changes about this?” Then, ask yourself, “What do I hope never changes about my blog?”
Do you agree with Merlin? Completely disagree? Leave your thoughts in the comments below, or better yet, write a response on your own blog and leave a link to it here.
My own blogging experience suggests that Merlin’s idea of expectation setting is right on the mark. It’s like any product: Coke should always taste like Coke; hockey games should always have at least one fight (not that I condone the violence, it’s just a fact of hockey); and babies need people to change their diapers. If you change the product, some people won’t recognize it and others will despite the change.
If I ever start blogging about Coca-Cola, hockey, or diapers, I would expect my audience to vacate almost immediately. Unless, of course, I found creative ways to talk about those topics within the context of my blog.
It’s worth noting that some blogs and writers are successful at having a melange of ideas and topics, but that’s what we come to expect from them! It would be disappointing if, say, Boing Boing always talked about the same things over and over again.
However, if you can manage the expectations of an audience over time and introduce change gradually (or immediately if the readers demand it, I guess), then most will stay along for the ride and others will join up.
Great series by Merlin, looking forward to more.
@Mark,
Glad you’re enjoying the series. It reminds me of a conversation I had once with someone in advertising, about not trying to change the customer’s mind about what a product is.
I think blogging and writing online has become over complicated just to ensure all those people claiming to be ‘social media’ experts etc etc have jobs.
How about some good quality content..on whatever topic you are writing about..either personal or business….
And some basic knowledge of editorial writing wouldn’t hurt either.
You don’t have to have degrees in writing or journalism..but maybe picked up a book or something on the subject.
Even a site that is just selling stuff needs to be well written.
That and getting the word out about your site should really be just it.
And if you are a social media ‘expert’ in Vancouver please stop talking about the Canucks…it just makes you look like a poser.
I am enjoying the series too. And it really should be beneficial to newer bloggers who are trying to establish a web presence either for themselves, their fans or potential clients.
In terms of consistency, keeping an over all look is important. As is making navigation easy – don’t add/delete/move page elements around all the time. Sticking to an established subject or three is ideal too. I even put it in my blog’s sub title :”…Not totally photo related, but not completely a journal. A bit of both. Probably a little more. Sometimes a little less.”
In terms of content, regular consistent posting is perhaps the most important thing you can do with your blog. It attracts readers and keeps them coming back – and keeps Google checking on you.
I have found when shooting photos and not blogging as much or at all, my page views dry up. But when I take the time to post every couple of days, it pulls people in.
Consistent posting on expected content or themes will keep readers. Jumping all over and not posting with any established frequency won’t.
Ill be one of ‘those’ that comment without listening.
I love the show but Merlin Mann is a fanboi idiot and Id rather get a brazilian wax than listen to his moronic ramblings.
There is enough good podcasts around without wasting it on fanatics like him.
The great about podcasts, I can choose to what I want to listen, so see ya when the stench clears.
I love the show too, and found the part on blogging very interesting and helpful. Let me explain. I have just released from the canadian military. I always planned to write a book about my experiences of becoming a Canadian Forces Pilot, starting with the basic officer training (the boot camp). After listening to your show I decided to share my memories and old notes by creating a blog instead.
I think it will be helpful for young people who are thinking of joining the service and also interesting to others.
Looking forward to more tips! Now I just need to decide which out of the many blogging sites to chose from