Nike Needs Blog Lessons

Nike recently launched a blog for Nike Basketball: blog.nikebasketball.com. But it looks like they forgot to actually devise a plan to keep it updated.

This is one of the bigger mistakes that many companies make when they decide to take the plunge into the blogosphere. A blog that isn't updated is as good as dead. This doesn't mean you have to update the blog every day, but at least make your posting consistent so your audience knows what to expect, and you're encouraging repeat visits. Nike has clearly not done this. On the Nike Basketball blog, there are a flurry of posts at the end of February surrounding a hall of fame ceremony in Houston, but nothing after that.

Now, I can't say that updating frequency is the only issue with this site. The content also seems a little weak to me, and lacks a unique voice. I think the potential for Nike publishing a blog like this is huge, but the execution hasn't been so great.

Link via Adverblog.