Anonymous or Pseudonym Blogs - Good For Business?
May 18, 2007
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Here’s a question to get your synapses firing as you head into the weekend.
Should your business blog author be anonymous or use a pseudonym?
There are some good arguments for going either way. Some of them even make more sense than this Dilbert cartoon here. 
From a business perspective, having an anonymous blog or writing it under a pseudonym allows an easier transition between authors. Changing blog authors is easier too.
You can also have several contributers all appearing like one busy blogger that way.
However, how might that be perceived by the readership?
Do people even care who the author of the blog is as long as the content is good?
What are the downsides?
Leave a comment with your thoughts.
Cast your vote in the new poll in the right side bar. Let us know your opinion.
Tags: Blogging, Anonymous Blogging, Business Blogging, Dilbert, Pseudonyms
Chris,
I have seen and participated in this debate on multiple occasions. The reigning sentiment seems to be that anonymous or pseudonymous blogs may say great things, but a real person behind the words means that at least one person genuinely believes them. That argument has swayed many great pseudonymous blogs to reveal themselves; and I think that is the right approach.
Mike
Mike, I’m inclined to agree with you. But I am also willing to be wrong. Personally I’m a fan of transparency. I use my own name as my username pretty much everywhere I go.
But some folks have good reasons for different choices.
I’m curious how that is perceived in business circles.
Hey Chris,
I have tried it both ways, in the beginning using just the “mcbsconsulting” as it was the company name and later using my real name.
Frankly, I have found that using my real name works better for business, people get to know the “real” person behind the words.
My opinion, but it has worked for me.
Can you ever create a lasting relationship with a business entity? I don’t think so. Association, yes; relationship, no.
Joe, makes sense. I’d rather talk to Joe than to to a company name.
Mike, you mean I don’t really have a relationship with Back Yard Burgers?!! {Mmmmm…. Juicy burgers…}
I mean I get what you are saying. But does it matter to everyone?
I’m sorry. I was under the impression that you were the Chris Cree that organized SOBCon.
In a transactional business, you probably don’t care about a relationship. But blogging is not by nature transactional (unless you get a lot of hits for a picture of the Bullitt burnout).
Sorry, but if the blog is an anonymous business blog, I’m not liable to stick around long enough to find out they have good content. It likely just comes across as an impersonal marketing tool to me.
But maybe that’s just me.
Chris-
As you know, in the first 45 minutes in which I learned about blogging, I decided that the author was of secondary importance. Does anyone really care what Steve Bowman thinks? We have a team of smart people as a result of asking this question.
The name of the game is this: Content Baby!
Steve Bowman
http://www.coastaluruguay.com
The part about changing authors is a good point, but businesses change CEO’s. Also, a single person can use a name and have a staff that the individual can exercise editorial control over, or bylines can be used. Newspapers do so quite successfully.
My preference is to know a person.
Slightly off-topic, there are sometimes reasons not to use a real name, so I tend to leave things open until I can see what the site/person is all about. One of the blogs I read regularly uses a pen name for security, but it makes no real difference to me. I still read the site regularly.
Chris-
Sorry. I missed the point of the conversation. Anonymous work sucks. People that hide behind funny names are boring. My name is Steve, and I’m in Savannah, Ga.
At Coastal Uruguay, we all use our real names. I do feel as a group, our position is more powerful than a single author, which is the point I failed to make above.
Steve Bowman
http://www.coastaluruguay.com
I’d just like to echo what someone else mentioned - you can use a byline like a newspaper does. It’s not a problem if authors come and go a bit, as long as the overall message of the blog (the business’ brand!) stays consistent. In fact, having a few unique writing styles on a blog could make it more interesting.
Great post & conversation,
Andrew
More so than a transparency issue, I think having a name to go with the post is more of an integrity issue - especially with a business blog.
If you’re trying to build business and relationships with your blogging, eventually people will know who you are. Are you the same person writing the post? Is it the same voice and personality? And if the reader finds otherwise upon meeting you - do you still have integrity?
To me the author behind the blog is important. I pretty much always check out a new blogs about page right away.
I think it helps build up a sense of knowing the person and perhaps even a form of trust.
But then again the information on the about page could be completly made up and I would never know. So unless you are likely to meet the people who read your blog (be it business or personnal) perhaps it doesn’t matter?
Business blogs have writers. Returning ‘customers’ do so not because of the business, but because of the service associated with the writer.
Take McDonald’s.
For years, they had someone in the role as Ronald. For whatever reason, that person sought opportunity elsewhere, but the role continued. I connected with the original Ronald years ago.
When I faced this new Ronald in front of my regular haunt, I wondered. When I saw his actions, mannerisms, enunciation…were different as each was introduced to my conditioned understanding of what Ronald was, I lost interest in Mickey’s over a quick successive five advertisements seen.
The reason: I learned to trust the man behind the mask of the clown. I identified his actions, words, and mannerisms with trust. He connected me to his business standing behind him, through his trust.
Take away the man in the clown suit for another man in that same clown suit…trust is lost.
Now…I’d probably do business with whatever company has employed that out of work faceless clown guy…because I trust people.
Don’t make blog writers dress up in the same costume and paint. People will see it, and know they’re not seeing the same person they connected with in a relationship.
Cripes…now you gone and did it again, Chris. I’m off to go search for ‘my’ Ronald. WAHHH!
Geeze Louise! I get bogged down in loading up for our trek back home to Savannah and a whole conversation breaks out here!
AWESOME!
Great input by everyone.
I tend to be more about people myself. But then I’m not a hard and fast rule guy either. I see a whole lot of gray area in this one.
[...] Anonymous or Pseudonym Blogs - Good For Business? [...]
Chris…
When I head into a B&E store, I expect to either know the person behind the counter or see a name tag. I guess I just expect the same thing online.
oops meant to say B&M (Brick and Mortar). Somehow B&E adds an entirely different meaning to my comment.
I think one of the most powerful aspects of business blogging is to establish a RELATIONSHIP with potential clients/customers. From that perspective, anonymous blogs are a waste of time and effort.
It’s why many bloggers feature their picture… not because they’re so darned good looking, but rather it helps to put a face with the communication.
From my experience, I think the real-world equivalent of this is the salesman.
To the customer, the salesman *is* the face (and personality) of the company. Yes, the company has to deliver, but if the customer and the salesman don’t get along, there will be no business.
This is never more obvious than when a salesman leaves a company. Frequently, the business goes with him because the client doesn’t click with the next salesman.
Did the company do any worse? No. Was there anything different other than the salesman? No. But the client leaves anyway.
With Blogging, longevity is all about the personality. If I annoy the heck out of you, it doesn’t matter what content I bring to the party - you aren’t staying.
Multiple people bring multiple personalities. Anonymous bloggers bring suspect personalities.
Dan
I agree. I always use my real name. People relate to your better.