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Corporate blogging comes with its own set of challenges. Here are some simple guidelines that should be followed to make a blog unique from other media outlets.
- Do not try and imitate newspapers or scientific journals. A blog should be more personal and provide a unique perspective.
- The point of the blog is to communicate the companies initiatives and objectives to the customers.
- Find an audience and stick with it. You can not please all of the people all of the time.
- Ensure the designated bloggers for the company know what is and is not an open topic for discussion (ex. no proprietary information should be published).
- Realize developing a blog with a clear message and audience takes work. Do not expect overnight success.
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Corporate Blog - Wikipedia
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I love how straightforward this post is.
ReplyDeleteYour bullet points make it so clear.
If only we could get companies to follow these guidelines, they would be so much more successful in the medium.
Quick and to the point. In the words of Geico, "it is so easy a caveman could do it". But if it is so simple why do some many companies still struggle?
ReplyDeleteI think the hardest part is bullet point 3 and 5. Figuring out your audience and understanding that it is not something that occurs overnight. It is a hard concept to understand that you can not please everyone, be liked by everyone and get instant following and praise. Everything takes time.
These are very good rules. I would add only one: don't pretend to be like an individual's blog.
ReplyDeleteThere's a basic paradox in corporate blogging: it should be personal, but it is not the product of person. Even assigned corporate bloggers are there to express the point of view of the company, not their own. Trying to cover this up won't work.