Google has a lot of official blogs. Here is the main one, and at the bottom, you can see links to several other blogs, including corporate, product and developer blogs. (The complete directory is available here. So does your company follow this trend and also host several blogs? And what value do these blogs actually provide.
I read this blog post on a large software company’s product line blog. That line is a specialized category with limited consumer interest. They wrote that in 2012, they got 50k page views and over 10k visitors.[ Note: this is a top level number and does not delve into much detail on accuracy, visitor segmentation etc] And this is a well maintained blog, with articles on product usage, updates from engineers and product managers and information on industry events.
Now compare that number with those for a product management blog, such as the one called Mind the Product. I am sure that a blog like this, that comes on top of google search results for “product management blogs” must get at least 5k page views a month. I know it’s like comparing apples and oranges, however, the benefits of any blog must be analyzed independently of other factors.
So here’s my point. For a niche product, it may not be cost-effective to only maintain a blog. Instead, an added social presence, such as on Facebook might be a far better mechanism. And incidentally, very few consumer tech. products have a presence on Facebook. So getting there might be a leader’s move.
Any challenges to shutting down your blog and starting a Facebook presence? A few come to mind.
1) Accessibility: If your audience is business users, they may not be comfortable surfing Facebook from work. And from home, they may use personal accounts, which may hide true audience demographics.
2) Search: Facebook search is good, but for general search terms, Google search is better
3) Privacy: You may not want to publish information about your followers, as your competitors could also be lurking there
In the end, your leadership team’s vision will decide how you approach social media, and how your product gets the benefits. But if you want to make a case for a Facebook presence for your products, do think about the above factors.