OP-ED COLUMN

By Coco

I have recommended blogging to clients so many times that I can sense what kind of reaction it will produce better than a dog can forecast rain. I suggest it only when it is the smart thing to do, and only when they ask “How can we engage in the blogoshpere?”

When clients ask me that question, I answer: “Join the blogosphere.”

I mean, if you want to dance, what do you do? You go to a dance. Sitting on the couch watching Flashdance is not a suitable substitute.

I know, I know, easy for the agency guy to recommend that you blog. And I understand there are a million insurmountable obstacles in place. A few of the more common excuses I hear:

  • “Legal would never allow it.”
  • “Our review processes would take two weeks to get something online and then it’s too late.”
  • “We just can’t do that.”
  • “Oh! (laughter) I wish.”
  • “We know it’s the right thing to do, but it’s just not right for us right now.”
  • “There are people here that just don’t understand, and they make the decisions.”

Don’t get me wrong; not every company everywhere needs to blog. And, I fully understand that these obstacles are real and usually not surmountable. So, usually at this point in the conversation I discuss ways to engage in social media–to dance on the couch, as it were–without an internal blogger. (That topic is for another time.)

But, this week a blog came to our attention that really makes it hard for us to remain patient with the categorical “we can’t do that sentiment”. The Transportation Security Administration (TSA) — the government agency run by the Department of Homeland Security and responsible for dealing with drugs, terrorism and irate travelers on a daily basis — they blog. And exceptionally well, we might add.

Not only does the TSA blog well, but just get a load of the type of comments they allow to appear on their blog:

  • “I am sure the TSA has at least ONE competent person on staff who could assemble all travel information into ONE PDF file”
  • “What has TSA done to make you think they have a competent staff member?”
  • “ALL blades of ANY size should be prohibited, including those found on scissors. If the TSA isn’t worried about terrorists taking over planes with blades, why aren’t Swiss Army knives allowed?”
  • “Why are baseball bats or other bludgeons not allowed? Gonna take over a plane by swinging a bat? Not likely (especially since I’ll have scissors). Yet, I can bring my heavy camera tripod, pop off the 3 legs and have 3 nice sized bats for me and 2 other friends!”
  • “TSA is pissing people off, because its regulations and practices are a huge and expensive hassle that any intelligent person can see provides a very low return in terms of added security.”

It might seem counterintuitive to allow such sharp-tongued opinions to live on your own Web site — the equivalent of putting quotes from bad reviews on the back of your book. “An exceptionally bad read, chock full of uninsightful quips from a talentless buffoon!” But it’s not, and here’s why.

First: Allowing these comments shows TSA what “the people” are thinking and highlights the misperceptions that now live in the public consciousness. The TSA can monitor these comments and jump in when necessary to make corrections or offer an alternative perspective. They are at the dance; it’s appropriate to step in for a song or two.

Second: Allowing comments on your blog is like a living breathing focus group; something companies pay thousands for every day.

Third: Allowing the discussion to occur grants the TSA partial immunity from the backlash. It shows they are genuinely interested in improving. No TV advertisement or story in The New York Times can do that.

Fourth: If someone is disgruntled enough to say something negative on your blog, it’s very, very likely they’ve said it, or will say it, elsewhere online. So, isn’t it better to have them say it to your face?

Now, while the TSA accepts the above-referenced comments, surely there are some they delete, right? Indeed, and the TSA blog handles those with stunning grace as well, by way of the “Delete-O-Meter.” This feature provides visitors with weekly updates on the number of posts the TSA deletes during moderation. They also provide their rationale for deleting posts, which include personal attacks, profanity, threats and sensitive information, to name a few.

So, the bottom line is this: not all companies can or should blog. But it is our job as practitioners to help our clients understand that — no matter how strict your parents, how ugly your braces, or bad your haircut — going to the dance is not as scary a proposition as instincts might suggest. And, even if no one asks for your hand, you can always spike the punch and enjoy the music alone.