No, but really: What does your blog do?
Posted on January 6th, 2010 in internetworking
Side-effect of not having had the time or energy to write down any of the spiderwebby thoughts that built up in my head over the holidays: I may burst waaaaaaay off seed topic and ramble on for a couple of pages about Other Stuff that really doesn’t have a whole lot of relevance in the sentiment unless you’re in my head. Which is why two hours after I hit publish on yesterday’s post, I remembered what set me off on that train of thought in the first place, and realized I’d never quite gotten there.
So: What does your blog do?
Now, with that question I’m doing something that I hate: I’m saying “blog” when I really mean “homepage.” The page that you link in user profiles. When you sign up for a new social network there’s usually a homepage url field. It’s the link that shows up inn your twitter sidebar, and an optional bit of information you can link from Lulu or Cafepress. It’s the thing some folks stick in email and forum sigs. You get what I’m saying. The url of the page that’s supposed to link to something essentially yours out there on the web, because sometimes you can’t sum up yourself in a 200 word bio.
For most people, at this point, that just happens to be a blog. Sort of. At least, for most people, that happens to be a page that links to a blogging system of some sort. (And twitter, tumblr, and flickr do all count as blogs, in that they are Web Logs. They do log things, and they do it do the web. That wordpress, twitter, tumblr, and flickr can all serve dramatically different content doesn’t really matter in terms of the origin of the word – they’re all, at the backend, chronological logs of web data. There’s an entire other post in there, I know, so try not to argue that point too much, because it’s not the point of this post, okay? All right, back on track.)
So, yes: What does your blog do. Or, more importantly: What does your Thing With RSS tacked on do? Because RSS is a huge and important tool in online communication. I’d argue that it’s more important to have an RSS feed of your current content than it is to be easily crawlable by search engines. Because your RSS feed is, more than your page URL, your broadcast frequency. It’s the thing people can plug into their own RSS readers LONG after they’ve gotten tired of hitting actual pages every day. For those of you that don’t update daily, it’s the only thing that’s going to alert some of your readers when there is new content. And, again, I’m segueing into another post. You see? There’s going to be plenty here in the next few weeks.
So, finally back on track: if someone who doesn’t really know who you are or what you do wanted a link to your online content that they could plug into Google Reader – how would you describe what your site does? How, in fact, would you make someone WANT to add your site’s RSS feed into their daily/weekly/whatever reading habits?
That’s apparently a difficult question.
There are a metric fuckton of creative people on Whitechapel, right? I know this because we’ve got artist and photography threads, we’ve got people constantly lamenting the “no fiction” rule, we’ve got musicians and comic writers and people that want to make magazines and all sorts of things.
And, so far, we’ve got six of them linking their blogs.
Whoa.
And, okay, there’s a little of what sounds like snark in that link. It does look like I made a lot of really mean rules, carefully crafted to keep people from just posting: “Hi, my name is [name] and this is my blog.” Which, yes, I did. But that’s not mean of me: that’s helpful.
Because, look, how many of you have made something, are in the process of making something, or trying to make something, or trying to think of something to make? Quite a few of you. And of those quite a few, how many of you are going to want to tell people about that thing what you made? I’m going to guess quite a few. Where on earth do you think those imaginary people that are interested in your Thing What You Made are going to come from?
Yes, in a perfect world, you could quietly toil on your creations, and when you finished you could just put up a link and people would magically appear to buy it. Unfortunately, the internet is not a perfect world. The internet is a noisy and hectic world where, very likely, when you finish your creation and put up a link, you’re going to have to shout VERY LOUDLY to get the attention of ten real people.
If you want to sell something online, you’ve got to make a network online. You’ve got to go places and talk to people, yes – but unless you are struck by lucky lightning, you’ve also got to give those people something they can link and remember and pass along to other people. And, for most of us, that “business card” if you will, is our homepage. In theory, that homepage should be something people can bookmark to remember us by – but if it’s a static page there’s a very good chance that people will forget why they bookmarked it in the first place. So most of us – by accident or with some thought – have created a blog of some fashion.
And then a lot of those blogs very quickly turned into “well it’s the place where I kinda collect stuff that’s cool, or that’s where mostly twitter updates and delicious links feed in automagically, but I haven’t really updated in forever and I know I should but I never know what to say so it’s not really current or relevant or even MINE anymore.”
And yet (and we’ve done this in the past on Whitechapel and I’ve seen it in many other forums, so I know it’s true), whenever there’s an open “link your blog here” thread anywhere, that’s still the site most of us plug. We just happen to do it with some variation of “My name is [name] and there’s really nothing interesting here, but you can follow it if you like, I guess.”
So, then, back to the Whitechapel thread I just opened: for my own selfish sorting purposes, yes, but also in an attempt to get people thinking about those poor neglected blogs, I made some hard (and a little mean) rules. Think about how you would like to sell your blog (your homepage, your web presence, your business card). Think about how you would get a complete stranger, not someone who already knows and likes you, interested in who you are and what you’re doing. Refine that down to an easily digestible paragraph (or picture, because I do know that some artists really speak better in images, and that’s fair). Polish up that idea of what your homepage does into something short and informative, and then put yourself out there.
There’s only six up so far, right? But they all look incredibly interesting, don’t they? That’s the sort of thing that you could do if you wanted to. And if you’ve got a book or some art or a shop or even if you’re just feeling a bit bored with whatever you’re doing online right now, that’s the sort of thing that you maybe should do.
Of course, for some folks, all their homepage really is is a notebook-lifestream-junkdrawer-thingie. There’s nothing really wrong with that. Nor is there anything wrong with a page that really is just a personal rambling journal that happens to be public-ish, and it doesn’t really matter that its not locked because no one read is, anyway. I’m not going to tell you how to use the web, because I’m not you and I don’t know what works for you. If you honestly have no desire to make your site into a destination, or your RSS feed into a must-read… then, hey, that’s cool. If your tumblr is something you use as a scrapbook for web-thoughts just for you, or your flickr is just your own personal album and you’d just as soon no one pay attention to it, anyway – again, that’s your call and that’s totally cool. Hell, almost my entire Delicious account is private, because the links are really just for my use. maybe your wordpress blog is all just Delicious links that you want to keep sorted in that particular archival system.
In no way am I saying if you don’t have a site to link that there’s something wrong with you.
What I’m saying is: if you do have a site that you want to link, if you sometimes sigh that your Analytics account never tops twenty readers, if you wonder how you’re going to go about reaching the people that you think would like your new magazine, if you’re a step away from being a bit surly about how hard it is to get attention online – basically, if you’re looking for interesting people to be interested in you and what you do… Well. Then you might want to think about how to tell people about the site you want them to remember and visit and share with their friends.
And if you haven’t got one of those sites yet, well, it’s January 2010 – now’s maybe a good time to start one.
When you figure it out, seriously, come tell me (and the other nearly 8000 people on Whitechapel) about it.


