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Blogging about Corporate Blogs


Mark,

First I have to tell you thanks for spear heading the web rework project for TAAN. It certainly needs it and your outline was right on. The next challenge is to get everyone to use it once it’s done. I think it could be a useful new business tool for all of us if we can get prospective client to come to the site and look for areas of expertise. Any way thanks for your great efforts.

Now, the reason for this e-mail. When we meet in Naples this winter, we had a brief discussion on blogs and how everyone could benefit from them, even conservative manufacturing companies. I’d like to put out an e-mail or postcard to our current client highlighting the reasons why, the do’s and don’ts and how they can maximize a blog. Could you give me some incite on this?

Thanks.

John

——–

Hi John,

Blogs have become one of the most effective business communication tools on the Web. By encouraging opinion and interaction, they provide forums for business to create personal presentations to their customers, suppliers and employees – essentially any audience a business has.

A blog can help supplement a business’s often “static” web site with fresh, timely content. Often, this content will contain search-engine-rich keywords and phrases that can positively impact search engine ranking.

A well-written and insightful “corporate” blog can become a respected resource within an industry and enhance a company’s online brand. Corporate Blogging refers to a company producing or supporting a blog that it uses to accomplish business objectives. As with anything, there are certain “best practices” to be followed to help a company maximize its investment.

  • Establish a blog editor. A company should have a knowledgeable editor who understands the policies regarding blogging. For instance:
    • Articles should be relevant to the audience and industry
    • Content and tone should be appropriate for the brand
    • Obvious care should be taken not to divulge trade secrets
    • Editing to ensure personal lives do not become public and personal opinions are tempered. Blogging’s strength is in its personal, attributable nature but an editor must guard against opinions that may be construed as too personal or even offensive — even if to just a small segment of a company’s audience.
  • Enlist senior management. Senior management should be educated by the corporate communications and legal department about what blogs are and how they might affect business. That way, they can be contributing members of the blog, further improving employee relations. Their support and participation is often what makes a blog more effective.
  • Encourage all departments to contribute. Often, employees within different departments of an organization have “expert” perspectives relating to their function within an industry. Encourage contribution from sales, engineering, manufacturing, legal and HR — guiding them to relate their
  • Allow readers to comment. Most blogs encourage readers to post comments which helps to build community. Obviously, comments on a corporate blog need to be reviewed and approved before they’re posted.
  • Avoid the Marketing Blog. Making your blog into an obvious marketing campaign will quickly diminish its effectiveness and reach. People will quickly see through it. This isn’t to say it can’t discuss a company’s products, news and successes, but it needs to become a broader voice about the company, its industry and issues.
  • Keep it fresh. To keep your readers coming back, make your content relevant and timely. Blogs are usually judged by their amount of new content. It’s practically impossible to run out of material. Content can include anything from:
    • product releases
    • job openings and new employees
    • recent company news
    • industry news and resources
    • departmental news and resources
    • thoughts from the CEO.
  • Reinforce the company’s brand. Use your blog to reflect your company’s personality: its mission, goals and direction. A blog is just another medium by which you interact with your customers and employees. It’s another part of the brand experience. It should be consistent with the impression the company wants to make.
  • Hope this helps,

    Mark

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