Last month the blogosphere (at least in marketing circles) buzzed a bit by the news that sandwich chain Which Wich was going to embrace one of its biggest evangelists in its local and then later national marketing. Chris Thomas decided he was going to purchase and review every one of the 51 sandwiches on Which Wich's menu, and blog all of it. Chris' local Which Wich made the incredibly smart move to add Chris' picture to their bags, along with a link to Chris' blog. Brilliant.
Which Wich's founder then flew into Tennessee to have lunch with Chris at his favorite Which Wich, and Chris later announced that Which Wich would be promoting Chris' series nationally. Again, this is great stuff, and a sign that Which Wich understands the power of social media, and especially the value of the blogosphere.
At least, on first blush.
On June 21st, Which Wich's blog posted a recap of the founder having lunch with Chris Thomas, and a picture of the two enjoying a meal at Chris' favorite Which Wich. Again great stuff.
But the problem is, there have been ZERO posts on the blog since this one.
Roughly a month ago, Which Wich was in the rare position of having a rush of positive exposure in the marketing blogosphere, primarily because of the great way that they were utilizing social media to help build exposure for their brand. Then they fell off the face of the earth.
To be fair, Which Wich had a very bad blog when I found them last month. Their 3 sidebar links point to 'Google, Edit Me, and Edit Me'. That's bad. I left a comment on the blog saying that Which Wich should add Chris' blog to their sidebar ASAP. It still isn't there.
But Which Wich had a great chance to get their act together here and continue to get positive exposure. They could have detailed the rollout of the national version of the promotion of Chris' series (which I assume did happen, but the blog says nothing about it). They could have gotten involved in this space, especially with a group that was just discovering the company, and was impressed with their efforts. Instead, they dropped the ball.
This is why when a company decides to start blogging, they have to understand the commitment that's involved. Which Wich's blog has 4 posts in the last 3 months. A good company blog needs that many posts a week. Companies need to understand this going in, and decide upfront if they can match this and other time-commitments associated with maintaining and growing a company blog. If they can't meet these demands, then they should not blog.
Many companies look at blogs, even today, as the 'shiny new toy' that they need to play with. It isn't, blogging is a strategy. It requires a long-term commitment, and companies that can't meet these requirements, should never enter this space.
UPDATE: Stephen Denny makes the case for corporate blogging.
Nother UPDATE: The ever-brilliant Jennifer gives Which Wich an action plan.
Tags:The Viral Garden, Marketing