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Corporate Blogging Do s And Don ts
he blogging phenomenon has without subjecting themselves
started to make companies especially their companies to
view the potential benefits possible complications. Indeed,
of corporate blogging. They all some companies are hesitant to
agree that blogs achieve a mass plunge into the “scary” world of
media effect through the high blogging for fear of encountering
level of networking in the legal and business risks inherent
blogosphere wherein news in blogging such as libel,
disseminates very rapidly. The slander, lawsuits and disclosure
blogosphere (online community of of confidential and proprietary
blogs and their writings) has information.
heralded a new communication tool
that can influence public opinion Despite the fear, some industry
of a company. However, companies leaders like Microsoft, IBM, Sun
are slow to react to the growing Microsystems and General Motors,
credibility of corporate blogs as to name a few, have dived
communication channels. headlong into corporate blogging.
These companies recognize that a
A recent list of Fortune 500 blog is an immensely effective
company blogs shows that only 5% yet low cost way to boost
of the United States’ corporate communications and
corporations have joined the marketing objectives and at the
blogging arena. Companies are same time connect with customers
treading this still unfamiliar and prospects.
territory with caution and
skepticism. Company executives, Basically, a blog (short for
public relations people and legal weblog) is published with easy to
experts are just starting to use software that enables a
figure out how they can utilize blogger (blog author) to create
the potential of business blogs and update blog pages from which
he can express his thoughts on a customers to meet on common
particular subject. Written ground and to know each other
article on a blog is called a more. A corporate blog allows a
“post” and can be linked to other company to closely track where
blogs, websites, news features, and under what condition its
photo images and audio files. products or services are being
Links added to the text of blog discussed online. Through the
posts allow blog content to be corporate blog, a company can
indexed and accessed by popular keep an ear to the ground to hear
search engines such as Technorati what is being said about the
and then disseminated in the web. company and speaking up when the
situation calls for it. A more
A corporate blog makes it easy personal or understated benefit
for readers, be they customers or of a corporate blog is that it
prospects, to find the latest and gives a human face to a perceived
most accurate information about faceless and detached business
its new products and services. It entity. A corporate blog conjures
can help achieve customer images of people who are
familiarity with the company passionate about their products
products or services. Through the or services and are eager to
corporate blog, a company can engage customers and prospects.
converse directly with customers
and prospects. Two-way It is a risky world out there and
communication creates trust and the blogosphere is no exception.
builds customer relationships. A For companies who are
corporate blog is the perfect contemplating on setting out into
choice for interacting with the world of corporate blogging,
existing and potential clients. it is in your best interests to
Corporate blogging serves as a have knowledge of some basic dos
channel for a company and its and don’ts of corporate blogging.
the most effective way to start a
First on the agenda is do conversation is to be sincere and
determine whether your company honest in your blog while writing
needs a corporate blog. A blog about topics that are important
might be inappropriate for your to your company. He should have
company. Not all corporate good writing skills. More
cultures can tolerate the open, importantly, he should be one who
direct communication inherent to is respected by his peers and
make a corporate blog successful. reacts calmly to outbursts.
There are instances where blogs Blogging is an intense medium.
could not be reconciled with The individuals who will blog for
business practices and your company should be the ones
regulations. Clearly, there are who can keep their cool despite
risks to consider. Risks lie critical comments. Most likely,
mainly in the content and the the ideal individual is not your
character or tone of comments CEO. Corporate speak won’t thrive
which admittedly can only be in the blogosphere.
censored to a limited degree.
In corporate blogging,
If a corporate blog can fit your goals/missions are of prime
company culture, selecting the importance. For a blog to yield
individual or employee who will value, it has to be created with
write your blog is doubtless to specific goals in mind. Some of
say the most important decision. these goals may be to increase
An ideal corporate blogger is one company credibility, enhance
who is an expert in his field. He customer service and interaction,
should also write with passion and give customers a peek of the
and sincerity. The object of your behind-the-scenes “feel” of the
blog is to engage your customers corporate culture, showcase new
and prospects in conversation and products or services and more.
The important thing is to be personal in your blog posts
clear about your goals. You have because you should, but the
to be sure about what you are audience you are trying to
trying to get done and stick to connect with do not want to read
them. As with any corporate through your blog if it is
undertaking, you also need to injected with a litany of
periodically evaluate how well personal rumblings.
you are meeting these goals. If
blogging is proving to be futile, Do engage your audience in lively
then make changes. If it still and substantial conversations.
does not work, then discontinue Take into account what they say
blogging. and reply to their comments.
Respond in a professional and
Do take time to know your businesslike manner whether the
customers or prospects. Find out comment is positive or negative.
what your audience care about, Allowing comments from your
what they are interested in. You audience will definitely mean
have to identify what their needs some complaints and criticisms.
are and what service you can Don’t take them personally.
perform for them. To get their Respond honestly and your company
attention, work out a way to credibility will rise. Allowing
participate in a conversation audience to make comments is a
credibly. To be credible, come up distinct characteristic of blogs.
with worthwhile content – ideas, Openness is important for
insights, news and information. successful blogging. That said,
Content need not be long but use a feedback filter or comment
should be interesting. Corporate moderation to monitor and control
blogs should not veer away from comments and delete comment spam
its chosen categories or topics. (useless comments).
This is not to say you cannot be
For a blog to accomplish its grievances about the recent spate
mission, do update regularly. of oil increases or it could be
Post frequently and consistently, snapshots of a relaxing vacation
daily or weekly, at least. Do be in the Maldives. Maybe this
generous with your links. Linking employee is singing praises of
is one reason why blogging has the company’s new product. Why
become a popular online not engage this employee blogger
communication medium. The best in a dialogue about what your
corporate blogs, more often than corporate blog aims to achieve.
not, have lots of links in each Don’t wait for a crisis to break
blog post. out before creating a corporate
blog. It takes time to see
Do draw up a set of corporate potential results of blogging.
blogging policies. Set limits on Don’t keep your corporate
what information can be made bloggers anonymous or hidden
public. Make clear what is behind some make-believe
allowed and what is not. Legal characters. The audience will
issues crop up in blogging. It is know and it will have detrimental
better to have some safety nets. effects.
In drafting blogging policies, it
is advisable to do some research Lastly, a blog is not a miracle
on it and publish proposed cure. It will not single-handedly
policies to get some feedback. turn your distressed company
around. Corporate blogging should
As for what not to do, do not be incorporated with other
close down existing employee marketing and communication tools
blogs. More often than not, an to achieve desired results.
employee is already writing a
blog. It might be full of
About the Author:
http://www.theinternetone.net
Read more articles by: Danny Wirken
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