The blog enables the blogger to be much more aware of what is going on in the world than before. What will be the kind of relationships that can be expected via blogging on the internet? How can trust and confidence be further built through messages in the blog content? To what extent can the blogger gain the better impression of readers? Blogging has impacted communication on the internet to the extent that blog participation has become an integral part of it.

• Treat others as people and not as customers

The blogger speaks with a voice to the party over at the other end. That party is as human as the blogger. This necessarily infers that the recipients of the blog message must be treated as people. It is inherent in the culture of blogging that the participants of the blog must be given the human touch in all aspects of the activity. The perception of treating them as people takes precedence over the perception of treatment as customers. Obviously, a new level of involvement is in store and augurs well for your customers and your blog.

• Respect to be accorded to these people

The readers whom you are treating as people should be further given respect for their views and contributions. This is essential to the fostering of trust in you and your blog. It is beneficial to the development of your personal communication skills and level of effective contribution to the conversation. Respect begets respect, so it goes. What is more joyful than knowing that readers of your blog know they have a listening ear and you know that they enjoy their conversations with you in your blog.

• Blog with a purposeful strategy

To make blog participation effective, there should exist a well-defined purpose for your blog. The blog must have its own identity. It must indicate to other bloggers what it is all about. It must provide the necessary information that they would love very much to find there. Your blog must at the outset have been built with a strategy behind it. What does your blog aim to achieve? How are you going to guide it to success? For corporate blogs, who will be held accountable? Without a strategy, it will simply not survive out there in the vast wilderness of blogs.

• Delight the customers with carrots

As far as customers are concerned, it is imperative to offer them carrots in terms of reasons for passion, positive experiences and space for the expression of their passion. In treating customers as people, this is a door to opportunities in building good relationships with them. The chances of cementing them are very high. The magical thing about blog participation is that it provides positive experiences that customers will relish and will without reservation commence the relationship with you. They will also appreciate the fact that you have given them space to express their passion that you have brought out of them via your blog.

• Love and address feedback

Inherent in the culture of blogging is receiving feedback. Feedback may be positive or negative. They may come as emails or comments on your blog, comments on other blogs or even comments on your customers’ blogs. Nevertheless, these comments should preferably be addressed soonest. You can (1) thank customers for their comments or feedback (2) own up to the mistake(s) pointed out in the comment(s), and (3) respond quickly and do follow-ups on any pending issues. Should the need for you to respond on other blogs arises, you should be tactful and concise, apologizing if necessary, requesting a return phone call or email, or leaving your explanation on how you have resolved the issue on hand. The response should preferably be short and friendly.

• Perform mirror search on your competition

For whatever purpose your blog is being built for, it is good to know your competition. Perform a mirror search on them, analyze the results and take remedial action. Information that is obtained by hawking on your competitors can be helpful to your research, in terms of popularity for your brand and the response rate for your blog. Available tools that can help you in this area include Feedster and BlogPulse. Whatever industry you are in, it is useful to search for more relevant information through sources such as press release services, analyst blogs, and industry blogs, all of which are specialists in their own rights.

It is a fact that the pulse of your blog is interactivity with the customers. Your blog is not built to be an island. Immerse yourselves in the culture of blogging. Guide your blog to success through blog participation.

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