Blogs have become one of the hottest communication tools on the
Web. Offering the opportunity for anyone to create their own
free Web site, encouraging opinions and interaction, blogs
provide forums for individuals to create their own highly
personal presentations to the Web audience. They also provide
for consortia of all types to experience the sort of online
community feeling that was pioneered by early newsgroups and by
the phenomenal success of AOL in the 1990s.
Blogs have reached into the corporate and government sectors as
well. What started out as an outlet for teenage expression and
grassroots journalism has turned into a lucrative communications
tool for small and large businesses alike.
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
ensure your company reaps the maximum benefits. These seven tips
guidelines will help make your blog a success.
1. Fine Print. Blogging can lead to legal issues. Companies
should have real concerns about liability, exclusions and
limitations, and indemnity. Although there are laws that protect
against libel, misappropriations and other injuries suffered as
a result of posts on the Web, companies can still be held
"vicariously" responsible for statements made by employees that
are harmful to others. Since there are so many legal issues
surrounding blogs, it is imperative that the site has some sort
of disclaimer and limitation of liability.
2. Know What You're Doing. 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.
3. Create blogging policies. In any medium where an employee is
sharing information, there is the possibility of leaking trade
secrets or financial information. Blogging also has a tendency
to become personal. A company should have a list of policies
regarding blogging to ensure that trade secrets are kept secret
and personal lives do not become public. Policies may include
keeping financial information from being posted, as well as
severe consequences for anyone using the blog for negative
publicity.
4. Avoid the Marketing Blog. Making your blog into a blatant
marketing campaign is a bad idea. Customers are looking for real
answers and honest opinions. They will pick up on insincerity
instantly. Use the blog for what it's for, transparency. This is
an opportunity to make a real connection with your customers.
Don't ruin it by filling it with empty advertising.
5. Keep It Fresh. Blogs are usually judged by their amount of
new content. Easy to add on to, they are designed to be updated
constantly. To keep your readers coming back, make your content
relevant and timely. Don't forget, content can include anything
from product releases to job openings, recent news to thoughts
from the CEO. It's practically impossible to run out of material.
6. Reinforce the company's core values. Use your blog to reflect
your company's inner soul: 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.
7. Encourage employees to use it. Create an atmosphere where
they are comfortable asserting their opinions and concerns.
You'll be surprised how the quietest employees will speak up
when given such an opportunity. With all communication, blogging
can become negative, so remind employees of the public nature of
the blogs and the ramifications for their actions.
About the author:
Kari White is a Content Developer for Brook Group, a
full-service Web development firm near Washington, DC. More
articles by this author can be found at
http://www.broogkroup.com/resources and
http://www.usabilityandbranding.com.
