If you look around the web, there is so much advice about blogging it’s not funny. Still, I’ve learned a few lessons that might help if you’re a beginner blogger and I thought I would give you the inside scoop.   

1) The biggest obstacle to blogging is … not what you think. It’s not writing skill or time or ideas. It’s confidence. People are generally shy about sharing their voice.  If you can tell your kids a story, give nurturing advice to a friend or tell a joke, you can blog.  Just Do It.

2) It takes time to find your voice.  Be patient. The more you write, the more comfortable you will feel. Feedback from the blogosphere will trickle in and help massage your style, tone and topics.  Stay with it and you will improve.  Have faith.

3) “I don’t have time” is not an acceptable excuse any more.   The only people who complain that blogging takes too much time never made it a priority.  Chances are you and your business will benefit from blogging or you wouldn’t be reading this post, right?  If you need to blog for your business, it has to be part of your job now, so approach it that way.  Shoot for one decent post a week. That’s doable, right?

4) In the long run, blogging can SAVE you time!  My posts have become a personal reference library.  I’ll bet not one day passes by when I don’t send somebody a link to an old post as a response to a question or to help them in some way.  This has been an unexpected benefit of blogging.

5) Be brief.  Respect your readers. Respect their time. Spend the extra time it takes to write with brevity.  Cut words ruthlessly. Best practice: Seth Godin.

6) Don’t write an academic thesis.  It’s much more interesting to read blogs that are written in a conversational tone.  Talk with your friends.

7) Write about what interests you.  Your audience will find you.

8) Read more than you write. Much more.  If you’re not an active reader of blogs, get on the stick. To be a successful writer, you have to be a great listener and learner.

9) If you want people to support your blog, support them, too.   I just think it is an act of respect to support blogs written by your readers by commenting, tweeting and highlighting their great work.   If you’re part of my community and you have a blog I will do whatever I can to help you. We’re all in this together. 

10) If you run out of ideas, go to a LinkedIn forum for your industry.  Find an interesting question.  Answer it.  That’s your blog post. Works every time. If you’re really stuck, go to Guy Kawaski’s blog.  Put it on your record turntable. Play it backwards.  That’s where the secret messages are hidden.

Let’s hear your comments, now.  What advice would you pass on?  Who is setting the standard out there for best blogging practices, and why?

Pop quiz: Over the next three years, what is the number one skill that will be needed by marketing professionals?

Answer:  An ability to entertain.

I realize that is not normally something you would put on a resume.  Let me explain.

I often wonder, “Who really has the time to read all these blogs?”  Don’t you feel a bit overwhelmed by the amount of information coming at you every day?  Of course. Who doesn’t? 

Well, guess what … you ain’t seen nothin’ yet!   2010 will The Year of Content as the fight for your attention gets much, much more competitive.  

Who do you think will win that fight?  The organizations with the most riveting content. 

What will make that content riveting? It will entertain, it will amaze, it will amuse.

And who is going to make the big money on the social web?  Those who can make that entertainment happen.

Yes folks, the ability to entertain will be a white-hot commodity.

Of course creativity and an entertainment factor has always been in demand in advertising circles but I think we are looking at a future where you are going to have to employ Madison-Avenue-quality entertainment value just to get eyeballs to your company blog.  Let alone understanding of the message.  Let alone engagement.  Let alone something that turns into a sales lead.  Consumer expectations to be entertained, as well as informed, are rising exponentially. How will you deliver?

I’m not saying there isn’t going to be room for serious commentary and discussion.  Of course there will. But let’s put it this way, if you have a choice to read a blog that’s interesting or a blog that is interesting AND consistently entertaining, where will you spend those precious moments of your time? Case closed.

What are you going to do to cut through this rising tsnamai of content with YOUR message?  Do you really think a company blog or Facebook page is going to cut it?

As for me, I’m dusting off my dancing shoes.  It’s Hammer Time.  Can’t touch this.

Community alert: Jon Buscall, a frequent contributor to {grow} has written an excellent post on this same topic.  Jon writes well but he cannot dance worth a shit.

I read a blog post yesterday that staggered me. It was about a woman who could only find success as a blogger and freelance writer after she posed as a man (under the name of James Chartrand).

The gist of the tale was that she was a talented, hard-working individual who could not make enough to feed her family until she lied about her gender. Once she became “James,” her life changed. She’s been living a double life for years and has attracted a loyal audience to her photo-free, phone-free persona. It made me sad and angry … and it stirred a lot of other people too.  It was tweeted more than 2,000 times and received more than 400 comments.

One of those commenters was Jenn Whinnem, who suggested that I blog about the underlying issues.  I thought it would be a richer experience if I could capture a woman’s perspective too, so I embarked on an experiment – a virtual chat that became today’s blog post on gender inequality on the social web …

Mark: My initial reaction was “stunned” that this kind of blatant inequality still exists, especially on the social web, which is supposed to be so democratic. I guess that myth has been exploded.

Jenn: I was saddened, but not surprised.  Since establishing a professional presence on the social web, I haven’t experienced discrimination (to my knowledge).  I have, of course, experienced sexism in the workplace – everywhere really – so I see no reason why it would be any different on the Internet. I realize James Chartrand was pushed into outing herself, but I’m really grateful for the attention her decision has brought to this topic.  When I’ve been offered a salary, I’ve had no idea if a man would have been offered more.  But “James” knows, and she shared it with us.

Mark: You said you didn’t know if you had experienced discrimination on the web and this made me think about my own behaviors. I looked at who I work with, who I am connecting with on the web, who has been guest-blogging … just any data points I could find. I guess I’m trying to judge my behavior by the numbers. Does that seem silly?

Jenn: I don’t think it’s silly at all.  Reviewing one’s own behavior is necessary for change. As for examining the ‘numbers’ aspect of it — well, that’s a pretty hot topic in social media – proving that the time spent using social media leads to dollars for your business.  I know it’s something you’ve written about, Mark.  It’s important to know which numbers you’re paying attention to and knowing what they mean.  You can look at the number of men vs. women you’re following on Twitter, but what is that going to tell you?

Mark: At the end of the day, equality has to come through self-awareness. I can try to look at numbers and still fool myself about how I treat people. I had one boss who treated women terribly … to the point that I was compelled to address it. He said, “Look at all the women who report to me. How can you say I have a problem with women?” In his case, the numbers supported “equal treatment” but his actions were incongruent. So Jenn, what do you do to see yourself more accurately?  To make sure you’re congruent?

Jenn: That anecdote is a perfect example of how someone can fool themselves into thinking they’re ‘okay’ and why there’s a real need to keep fighting for equality. For me, that fight begins with my own behavior.  I’m the first to admit that I’m often guilty of ‘incongruent’ behavior, and like you, Mark, I find that awareness is the first step in correcting that.  I also had an excellent boss (hi Alice!) early in my career who lived the mantra “nurture other women, don’t compete with them.”  And, when I think about it, this complements nicely the social media mantra “promote others, not yourself.”

Mark: Do you think that is a social media mantra or a feminine mantra?  I ask this because the comment section in my previous blog post on this topic contained speculation that some inequality stems from the fact that men are perceived to be better self-promoters than women. I think the male social media mantra might be “help others, promote yourself.”

Jenn: I’ve read the “promote others” mantra in several blog posts, but didn’t notice if the authors were men or women.  But I don’t know that this is a feminine mantra. My experience has been, at least in the work place, that women are more likely to tear each other down to eliminate the competition, rather than help each other out.  This is why Alice’s advice was so powerful to me.

I find the conversation about men or women being better at self-promotion more difficult.  If we look at gender roles in this culture broadly, I would say that self-promotion goes against socially desirable behavior for women.

Mark: That’s an interesting observation. Perhaps this cultural expectation for socially-desirable “female” behavior is just exacerbated on the narcissistic social web. Instead of being the great equalizer everybody hopes for, it could actually highlight and reinforce aspects of our culture that keep gender inequality in place?

Jenn: If I can back up a minute, where did the idea of social media as an equalizer come from?  We encourage the idea of “being human” on the social web … and any space where people are invited to be human means they’re going to do just that.  On the positive side, I think this kind of highlighting is a good thing.  When attention is drawn to inequalities, it starts to change.  Something of a theme in our conversation.

Mark: I say “equalizer” because presumably having access to free, global, immediate communication should provide genders, races, religions, rich and poor with precisely the same opportunity to communicate and connect. But I guess you’re right. If underlying inequalities persist, it’s wrong to think that will change by simply having a new way to broadcast it. It drives home for me again how silly it is when people say the social web “changes everything.” Obviously it doesn’t.

Jenn, our dialogue has brought up some vital discussion points. Let’s turn it over to the {grow} community to add to the discussion …

Jenn Whinnem is a Communication Specialist focusing on developing social media strategy for Golden Compass. You can connect with her via @JennWhinnem on Twitter.

With the dawn of the social web, I can’t think of a more exciting time to be in the field of marketing.  But I don’t think we have really seen anything yet!  Here are 12 developments I believe we will witness in the future … and probably sooner than you think.

1) Hyper social measurement– At some point soon, Google is going to start doing something bold with the volumes of personal data they’re collecting.  Google is in the best position by far to define social media monitoring, especially now that they are taking steps to fold in data from Twitter, Facebook and other platforms. Once Google flexes its social media monitoring muscles, companies like Radian6 will become niche players at best. Complex algorithms will determine real-time sentiment shifts down to the individual.  And it won’t be free.

2) Tapping into text messaging– The one communication mode largely untouched by real-time search is text messages.  This is a goldmine of information too big to ignore, especially if you’re a “cool-hunting” consumer product company.  Entrepreneurs will find a way to tap into the “text stream” by rewarding users for being included in their data-gathering systems. Does this seem improbable?  Would people accept a free cell phone and free data service in exchange for their text information being stored in a database for consumer product research and targeted promotions?  It would work.  

3) The human coupon– The massive quantity of personal information available about you will eventually follow you around.  Enabled by GPS and RFID technology, coupons and special offers based on your buying patterns will appear instantly on your mobile device as you near a store.   RFID chips embedded in packaging will send messages during your purchase decision to encourage up-selling and cross-selling.  For example, if you pick up a blouse off of a rack, a message will direct you to the precise area of the store where you can find a matching skirt … on sale just for you. 

4) Radical privacy movement — This intense data gathering and the use of it in a Big-Brother-like manner will spark a backlash, including legislation, assuring the right to be excluded from Internet data-gathering tools.  Because of its power and control over voluminous personal details, Google will become the most profitable, and despised, company in history.

5) Man-machine interface.  Medical advances and social media platforms will converge.  Scientists are already embedding electronics in humans to power limbs, regulate body functions, and enable the brain to access information from micro chips. It’s now possible to think a tweet or control artificial limbs with a thought.  Humans will routinely carry a computer inside of them, powered by body heat and motion. You will literally always be on the social web, generating messages just by thoughts.  Humans will have markings like tattoos to display the premium, designer brand of devices embedded in their bodies. This will give new meaning to the tagline “Intel Inside.”

6) We become the Internet.   Today, people talk about Twitter, Facebook etc., never really connecting that these are all “Internet.”  As the social web literally becomes part of our bodies, we will no longer distinguish between listening, talking and electronic communications. In our minds, there will be no more web. It will just be.

7) Massive national ID validation. The social web will become the exclusive source of consumer information, political research/policy development, and education systems. Because of the increasingly critical  importance of this feedback and the opportunity for corruption, complex systems to prevent fraud will be needed, including a broadly-implemented government validation program that extends across all platforms.

8) Micro politics — Politicians will use real-time sentiment analysis to craft and re-craft voter appeals right up until the moment they enter a polling station.  Political messaging will be nearly-instantaneous and tailored to individuals based on data purchased from Google.

9) Extreme content — Journalism, film-making and advertising agencies will thrive, much to the surprise of nearly everyone.  The need for content on the social web will drive radical evolution of  these three traditional professions and “Content development and management” will become a popular college major.  While most content today is generated through “free” submissions to YouTube, blogs, etc., salaries for the very best and most creative content providers will skyrocket as corporations raise the creative bar to cut through the clutter. 

10) The loner workforce. The cultural impact of the social web will have radical implications for managing the workforce of the future. How do you deal with a generation of employees who have been conditioned to communicate through their thumbs?  Employee training of the future will look increasingly like video games.

11) Digital divide grows  — For many parts of the world, access to free, global communications will be a great equalizer between rich and poor nations, especially as web-based translation services improve and encompass local dialects. However, in countries where people cannot access the web either for economic or political reasons, the digital divide will not only grow, it will become permanent for one simple reason: they will fall so far behind the technology curve they will never be able to catch up. Digital commerce, innovation and technology will be permanently dominated by those nations in the game NOW. 

 12) Pay for play– Social media is free but the cost of attracting consumer attention will become increasingly expensive, especially with the ability to skip ads.  At some point, the cost per impression will be so high it will be less expensive to simply pay people to watch an ad.   Combined with the “human coupon” trend mentioned above, this would provide nearly perfect information on cause and effect of advertising campaigns. 

Well, that’s enough far-out thought for one blog post and I’m sure you have A LOT to say about it!  Your turn. The comment section is now OPEN!

One of my customers is a brilliant management consultant. An engineer by training, he does not come by marketing instinct naturally and asked me to help.

This is a customer tailor-made for Twitter:

• Small business-owner
• Enormous, global market potential (needs a lot of awareness)
• Small budget
• No time to blog, develop content, etc.
• Tech-savvy
• Is a charming, bright person with engaging personality.

And yet he WILL NOT TWEET.   I coaxed, cajoled and threatened.  I’ve trained him patiently and even prescribed a daily Twitter regimen.  I demonstrated the power of the platform when I found him a potential new business contact on the first day of operation.  He didn’t follow-up and seems content with his tweet-free existence.

This may seem strange, but it isn’t.  I’ve found similar resistance from many people who can benefit from this business tool. I asked my client ”why” and (published with his permission) here is his answer:

Not sure why really.  I guess the idle chatter (which is mostly what I seem to see when I log on) just doesn’t make any sense to me.  There’s obviously some self imposed barrier that I can’t or just don’t want to cross.  You were kind enough to introduce me to Twitter, and I appreciated that.  There’s the old expression about leading a horse to water.  Guess I’m just not that thirsty for Twitter water… at least yet.

This type of reaction is not unusual. In fact I was a Twitter Quitter myself and had to really push through a few weeks of of this non-intutive communication platform before I had an expereince that changed my view forever …

I was bored one night and noticed a trending topic titled #newnameforswineflu.  I clicked on it and was entertained for a half hour as people from all over the world chimed in with alternaitve names like “Hamthrax” and “The Aporkalypse.”  Although this event was playful, it dawned on me that I was watching a real-time global brain-storming session.  Now THAT was very cool.  That was something that could never have happened before in the history of mankind.  I got it. The light bulb went on for good.

I’m wondering, what did it take for YOU to “get” Twitter? Was it simply perseverance? The fear of falling behind? Or did it take an “a-ha” moment like me?   For the 40 percent of us who didn’t quit after trying it, what lit the lightbulb for you?

Illustration: Natalie Dee

Awhile back I put forth a “success formula” to create business benefits through social media:

Connections + Meaningful Content + Authentic Helpfulness = Benefits

The more I see and hear and learn about the social web, the more I’m convinced this is spot-on.  You can see the whole article here, by the way.

I’m learning that within this formula, content is a SEVERE bottleneck for most companies.  Here’s why:

1. Companies are piling on to the social web and are desperate to provide content that will cut through the clutter. It takes a special talent to do that. Typically, they don’t have that special talent … but are willing to pay for it.
2. I’m sure you’ve heard stats like, “more content has been created in the last five years than in the history of mankind.”  I either made that up or I heard it someplace (or both) but I’m sure you’ve heard similarly ridiculous statements.  There is a kernel of truth in there, however.  There’s already too much freaking content for any normal person to keep up with.  And the problem is going to get worse.  In fact, it will never get better. The need for content seems insatiable. This exacts more pressure on companies to not only develop “meaningful” content, but content that will knock your socks off.  Every day.
3. The need for “authenticity” is an artificial barrier set by the social media country club that is keeping some people from ghost blogging. (Article on how to do it RIGHT is here.)  That barrier will go down as the price companies are willing to pay for content goes up.  There will be plenty of content-whores around for everybody.  And I mean that in the most respectful way.  

So here’s the business plan: Come up with a posse of technical writers/content whores who can churn out blogs on a variety of subjects (maybe organize by verticals) and fill this out-sourcing market niche.  I would do it myself but I’m far too lazy.  

So there it is.  Business Idea of the Year!  Go be the Wal-Mart of content.  The Blog Super Store.  Content Whore Warehouse.  Whatever, just go do it and I’ll be the first to hire you for my customers.   See, you can’t tell me I never did anything for you. : )

The GE Social Media Team: Gary Sheffer, Jen Walsh, Sean Gannon, Lisa Lanspery, Mike Eisenreich, Megan Parker and Vivek Kemp

I appreciate you so very much for visiting and contributing to {grow}. Some of you are even becoming close friends and business colleagues. Thanks for making this blog so rewarding and fun! What are your ideas about taking this to the next level? How do we grow {grow} together?

• Many executive and corporate blogs/tweets today already come from a team of people behind the scenes. Does that bother you? Make it any less effective?
• If you were regularly reading a blog that you thought was being written by a business leader you admired and then discovered they only “approve” the articles, would it hurt the credibility of the individual or company?
• If I accept ghost-writing assignments, what guidelines should be in place?

If this debate is not relevant to you right now, it will be in the near future as the demand for content explodes. This is the way the world is moving! What do you thnk? Please leave your thoughts and comments on this blog post. Can you out-source authenticity?

Note: After I orginally posted this topic, these articles came to my attention which might help you explore this topic further:

The ethics, of lack thereof, of ghost blogging by Jason Falls    

Would you trust a company that ghost blogs? by Danny Brown

A defense of ghost blogging by Bill Sledzik

Why is this different from ghost-writing a book? by Wintress Odom

You might want to spend a period of time tweeting to nobody, simply to build some “profile collateral” that gives people an understanding of who you are, what your interest or industry is and how your being in their network adds value to their Twitter experience.

Equip your profile with the means to make the right first impression, including a nice photo and an interesting and accurate short bio. Otherwise, potential connections will have no reason to stay with you beyond that initial contact that you have worked so hard to establish. The short bio plays an important role when people are trying to find like-minded people to follow.

Chris Hughes has worked in the contact center and business process outsourcing industry for about 16 years. He would really, really love for you to connect with him on Twitter at @chrishughesuk.