The blog is dead, long live the blog
As you may have noticed. I’ve not been blogging much lately – It’s hard to find the time to blog in-depth on a topic, so I’m experimenting now with much shorter blog posts in an attempt to share more often.
Appropriately enough the first topic for a short blog is the death of blogging.
I’ve been trying to encourage colleagues to blog, particularly now as UNICEF has launched its own public blog and is planning on expanding this to allow offices and departments to run their own sub-blogs under the UNICEF umbrella. This led to a colleague forwarding me this article in the NYT asking whether blogging is dead (and people have been talking about the death of blogging since at least 2009).
I’d argue blogging isn’t dead – it’s just become one among many tools for communication. I started blogging inside UNICEF back in 2006 and publicly in 2010. Back in the early days blogging was an exciting new tool that was going to allow people to share their personal views unfiltered to the world. It was something anyone could do with little technical expertise and at little expense, and it was going to revolutionize and democratize communication. When I first started blogging it was something almost a bit counter-culture and also what the cool kids were doing.
Like any new technology or tool it suffered from the Hype Cycle, in particular it rode the peak of inflated expectations. But in the meantime a lot has happened. Lots of people tried blogging and gave up because it was too much effort, or the benefit wasn’t apparent enough, or they simply lost interest. Meanwhile a few star bloggers stood out and got famous, (including a few in the aid world), and then many absorbed by the mainstream (think Perez Hilton, Lifehacker, Guido Fawkes or FiveThirtyEight which became major properties in their own right). And mainstream media and corporates also got in on the act and started producing on-message, well written, slickly designed, well promoted blogs to burnish their image – to humanize it a little bit, but still while being firmly on brand and of course these overshadowed many of the original start-up blogs. New tools emerged – first Twitter, then Tumblr, Snapchat etc. and even inside the workplace with tools like Yammer and Slack that were even simpler and quicker, and of course more suited to diminishing attention spans – now even a blog is tl;dr.
So where does this leave blogs? Is it a good idea to start a blog or even to continue blogging? It can be. Even with the decline in blogging there are still a lot of them around, and many with interesting high quality content.
If you want to start a blog to be cool and ahead of the curve, to show your counter-culture street cred., or to become famous in your field of work blogging is unlikely to be a shortcut – that time is long past.
But if you want to have a medium were you can share your ideas and your work in a first person format; one that is shorter than a book, less formal than an academic article, more personal than a news story but with more substance than a tweet or a vine, then blogging is a great medium. Writing a blog can be a great way to refine your ideas, just through the act of writing, and engaging others to get feedback on it, even with a small following. For organizations it can be a great way to personalize your work and an alternative to slick corporate messaging which can often be a turn off. It can also be a great way to get your staff and your partners to talk about their work – their successes, but also their challenges – this can increase your outreach and make it more authentic, and also can give your staff a voice.
So it’s not so strange that UNICEF is launching a blogging platform after the hype and excitement of blogging is part – it’s actually a sign that blogging is now a mainstream tool for communication, one among many tools, but a valuable one nonetheless.