The Problem with the Fake Blog


“And let’s also add a blog to the new site design,” he said as if it were an afterthought, which I was sure it was. Knowing his propensity for delegating, I probed further, “That’s great. How often are you planning on blogging?” “Oh, I’m not going to write the blog myself, ” he said assuredly, “my secretary is going to take care of that.”

Unfortunately, I find myself having this conversation with Pastors and business leaders more and more often. What ensues is usually a long argument about what a blog should or shouldn’t be. Here are some thoughts on the matter:

Your blog should be your voice. It’s telling your story or the things you’re passionate about. No one else can do it for you. Are you sure you want your assistant speaking for you? If you have a corporate blog than, it’s a different matter. You can even use an editor to help make the posts smoother and edited for grammar. But you should own the ideas on your blog.

Don’t disguise a PR post or news feed as a blog. People are smarter than that. They will let you know by not coming back or following you. Remember a blog is a conversation not just the latest thing you’re trying to push.

Don’t fear negative feedback. Reasonable people can disagree and still respect each other. As far as the jerks and loonies go, just press “delete.” Not everyone appreciates my work, and some think I’m, let’s just say it nicely, “prostituting the gospel of Jesus Christ.” Unfortunately some anonymous commentators don’t use such polite language and I’m often forced to delete their entries.

Have fun. Be transparent. People connect with you first then with your subject matter. My pastor Pete Wilson,  of Cross Point Community Church, posted a video in his blog of he and his wife Brandi in a silly competition of who was able to hold their breath the longest. The video not only helps us get the whimsical side of Pete, but it also features the sweet, albeit competitive, personality of his lovely wife, Brandi. After watching this how can you not love these people? Watch it here.

The best blogs are a mix of personal and professional postings. Some people feel they need to dispense wisdom, wit and insight with every post. That’s OK, but the most interesting blogs to me are a mix of experience, passionate pursuits, insight, emotions, accomplishments and failures. I usually get the information, but I do in the context of one’s perspective that I’ve grown to understand and appreciate because of the human element found throughout each post.

How do you react when facing with a blog that you suspect is not written by its named author or is too self serving?

  • I have had this same conversation with CEOs. They think they can delegate it. They can't. Readers are smarter than that. If you can't—or won't—write it yourself, then don't bother. No one will be fooled, and it will work against you.Thanks for the great post, Maurilio.

  • Very true Maurilio. And thanks for further promoting my "big loss".

  • Thanks for the blog love…feel free to promote anything that shows me laying the smack down on Pete!

  • I never said you were "prostituting" the gospel, I simply asked how long it would take the fires of hell to consume your soul for selling Jesus as a commodity. There is a big difference. This was a nice post – I did lose a little respect for Pete – dude?!?

  • great post man. seriously.

  • Amen my brutha! I agree with this wholeheartedly. If you get a chance check out my blog including one of my latest on Spiritual Assault! Live raw, CW

  • the precious thoughts you provided do help our team's research for my corporation, thanks.

  • I had been arguing with my close friend on this issue for quite a while, base on your ideas prove that I am right, let me show him your webpage then I am sure it must make him buy me a drink, lol, thanks.


  • Thank you Maurilio for this, blogging is a completely different writing style for me and this info. is very helpful!

    • Maurilio Amorim

      Glad it was helpful, Chris. I think a lot of people struggle with the whole blog idea.

    • I’m glad this is helpful for you, Chris. I know a lot of people who are not sure how to approach a blog.

  • I see both sides to this. As someone who does Social Media for a living, I often become “the voice” for people. That doesn’t mean, however, that I just become a salesman for them. Often they give me their ideas and I write. However, I also invest the time to get to know the person and the company before I just assume how they want things. 

    Some companies prefer to send me the content themselves, which I do prefer, but it doesn’t always work out that way. 

    • There’s a big difference managing a brand and an individual who also happen to be a brand. We always supplement our individual’s social media with approved content. However, we encourage them to continue to create content on their own.

  • I think you made a great point about not using your blog as a PR or newsfeed. I have come across way too many blogs like that, whose sole purpose is to get you to purchase something with each post. I tend to unfollow those right away. I’m not looking for another sales pitch in my life, but quality content that helps challenge, encourage and grow me.

  • “Unsubscribe” is how I react.  My time is too valauable to read self-serving jargon.

  • I think too many people get into social media because they’re “supposed to”. But they miss the whole point of the medium and simply add to the noise. Or worse, people expect to interact with them via their blog but they don’t maintain it so the potential customer is just talking to themselves.

    • That’s a great point. People are told to do it and then they begrudgingly begin posting stuff.

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