How’s your blog doing?
That’s a question I get frequently and I fumble for a good answer. Normally I mention that my readership seems to increase every month and leave it at that.
But the question – and my fumbled answer – are a constant reminder I’ve never established any objectives for this blog. As such, I can’t really monitor progress and there’s no way of knowing whether the number of page views is a useful metric or not.
On a recent transcontinental flight, I decided to take a dose of my own medicine and apply performance management principles to this blog. Using my jumpstart methodology, I started by choosing a mission statement; the overall goal I’m trying to achieve. It turns out this was the key to the entire exercise. While many blogs only provide commentary on things the author reads, I want to provide original content as well.
Mission: To provide a trusted source of performance management information and an interactive discussion of recent developments.
Seems simple, right? But I struggled with several words. Originally, I used the word ‘recommendations’ rather than ‘information’ because I wanted to acknowledge that my views are intrinsically biased, even though I rarely provide vendor-specific content. I went with information as a reminder to stay balanced; there are other valid opinions out there.
I also added the word ‘interactive’ after the first draft. Most blogs are communication devices and have little collaboration. I would like this blog to be more interactive but so far comments are limited to a few people and entries. I didn’t add ‘interactive’ at first because I’m not sure how to make it happen. Of course, that’s completely the wrong reason. I sense a red KPI coming and the need for a specific initiative.
Even with those tweaks, something felt missing. Shouldn’t I add some words that reinforced that lots of people would be reading the blog? I don’t want to be the proverbial tree falling in the forest. After thinking about it for a long time, I decided that number of views isn’t a critical characteristic for me. Views is an ego metric. I value quality over quantity.
From here, the next step is to define strategic objectives that support this mission. Rather than jumping to that step, I decided to test the mission on my customers… you, the reader. Let me know what you think in the comments.