What is blogging, really? It’s a good question that is worth exploring when you first decide to create a blog, whether it is for a company or a personal blog. To give a broad definition of what a blog is, or better yet what it should be, it’s writing fresh authentic content, and presenting it to the world. Why is being authentic important? Firstly, if you are not authentic no one will want to read your blog, or return to it.

In the end, It all comes down to people. Being authentic online is all about being true to either yourself or your brand and being personal. After all, people communicate with people, not businesses. If a company wants to communicate authentically online, its culture has to be instilled in each and every member of the organization communicating online, so that when people interact with them it is as if they are interacting with the company. Once that happens, being authentic is really easy. An outsider can spot a lack of authenticity a mile away, and if you are just re syndicating someone else’s ideas the lack of consistency will be obvious.

If you are writing a personal blog you still need to find your voice and be authentic. This may seem strange advice to be giving someone who is writing “as themselves” but many people don’t like to share certain information about themselves online. Take the same outside look at yourself and your blog as you would if your were in a company and find what your blogging voice is. Once you find it stay true to that voice and always honest and open about the facts you do share.
With authenticity comes transparency. In today’s world, information spreads immediately. If you’re not being authentic, you’re probably not being transparent. No longer can companies issue a press release that says one thing while they do another and get away with it. Customers and other stakeholders will know it and they will talk about it online – for all the world to see.

Just like the first speech you ever gave, the message you first give online isn’t going to be perfect. Consider your voice, add authenticity, embrace transparency and engage with your customers, friends, and tweeples. And unlike your first speech, your audience may very well be in their underwear.