Corporate Blogging: Do’s And Don’ts

The blog phenomenon has begun to make companies view the potential benefits of corporate blogs. All agree that blogs achieve an effect of the media through the creation of networks of high level in the blogosphere that news spreads very quickly. The blogosphere (online community of blogs and their writings) has announced a new communication tool that can influence public opinion in a company. However, companies are slow to react to the growing credibility of corporate blogs as communication channels.

A recent list of Fortune 500 company blogs shows that only 5% of U.S. companies have joined the blogging scene. The companies are treading unknown territory with caution and skepticism. Business executives, public relations people and legal experts are beginning to understand how to use the potential of blogs in business without submitting to their own businesses, especially the possible complications. In fact, some companies are hesitant to plunge into the "frightening" world of blogs for fear of meeting with business and legal risks inherent in blogs as libel, slander, lawsuits and the disclosure of confidential information and proprietary.

Despite the fear, some industry leaders like Microsoft, IBM, Sun Microsystems and General Motors, for example, have jumped headlong into corporate blogs. These companies recognize that a blog is an extremely effective yet low cost to promote corporate communications and marketing objectives and at the same time connecting with customers and prospects.

Basically, a blog (short for weblog) is published with easy to use software that allows a blogger (author of the blog) to create and update pages from the blog can express their ideas on a particular topic. Article written on a blog called "post" and may be linked to other blogs, web sites, news, pictures, photos and audio files. Links added in the text of the blog allows the blog to be indexed content and access to popular search engines like Technorati and then disseminated on the web. A blog

company makes it easy for readers, be they customers or prospects to find the latest and most accurate information about their products and services. Can help to achieve the client's knowledge of the company products or services. Through the corporate blog, a company can converse directly with customers and prospects. Two-way communication creates trust and builds customer relationships. A corporate blog is the perfect choice for interacting with customers and prospects. Corporate blogs serve as a channel for a company and its customers to meet together and learn more about each other. A blog of the company allows the company to closely track where and under what conditions their products or services online are being discussed. Through the corporate blog, a company can have an ear to the ground to hear what is said about the company and speaking when the situation requires. A most underestimated benefit a personal or corporate blog is that it gives a human face perception and face separate business entity. A corporate blog evokes images of people who are passionate about their products or services and are eager to engage customers and prospects.

is a risky world out there and the blogosphere is no exception. For companies that are contemplating the establishment in the world of corporate blogs, it is in their best interest to have a basic understanding of some two and don'ts of corporate blogs.

First on its agenda is to determine whether your company needs a corporate blog. A blog may be inappropriate for your company. Not all corporate cultures tolerate outdoor inherent in direct communication for a successful corporate blog. There are cases that blogs could not be reconciled with business practices and regulations. Obviously, there are risks to consider. Risks are mainly in the content and character or tone of the comments is true that only can be censored to a limited degree.

If a corporate blog can fit your company culture, the selection of the person or employee who writes his blog is, without doubt the most important decision. An ideal company is one blogger who is an expert in your field. You should also write with passion and sincerity. The purpose of your blog is to engage your customers and prospects in conversation and most effective way to start a conversation is to be sincere and honest in his blog to write about topics that are important to your company. There should be a good deed. More importantly, it must be one that is respected by his peers and reacts calmly to the outbreak. Blogger is an intense environment. Individuals who blog for your company should be able to maintain their cool in spite of critical comments. Most likely the person is not your ideal president. Corporate speak not thrive in the blogosphere.

in corporate blogging, goals and missions are of vital importance. For a blog to give value, must be created with specific goals in mind. Some of these objectives may be to increase the credibility of the enterprise, improve customer service and interaction, and give customers a glimpse behind the scenes "feel" of the corporate culture, a showcase of new products or services and more. The important thing is to be clear about their goals. You must be sure what you are trying to reach and adhere to them. As with any business of the company must also periodically evaluate how well these objectives are being met. If blogging is proving to be useless, and then make the changes. If it still does not work, then stop blogging.

Take time to know their customers or prospects. Find out what your audience care about, what they're interested in. You have to identify what their needs are and what you can do the service for them. To get their attention, develop a way to participate in a credible conversation. To be credible, the content we are worth – the thoughts, ideas, news and information. Content need not be lengthy, but it should be interesting. Corporate blogs do not have to change their selected topics or categories. This does not mean they can not be personal in your blog, and you should, but the audience you are trying to connect to does not want to read through your blog, if injected with a litany of personal noises.

Involve your audience in a lively and important conversations. Take into account what they say and respond to their comments. Respond in a professional manner and whether the business is positive or negative comment. Allow comments from your audience is definitely some complaints and criticisms. Do not take it personally. Reply with honesty and credibility of your company grow. Allow comment on the interview is a feature of blogs. Openness is important to the success of blogs. That said, use a comment moderation filter or monitor and control the comments and remove unwanted comments (pointless comment).

For a blog to fulfill its mission, it regularly updated. Post frequently and consistently, daily or weekly at least. Do be generous with your links. Links is one of the reasons why blogs have become a popular means of online communication. The best corporate blogs, most of the time, have a bunch of links in each blog. Do

develop a set of corporate blogs. Set limits on what information can be made public. Make clear what is allowed and what is not. Legal questions crop in the blogs. It is better to have some safety nets. In policy development of the blogs, it is advisable to make an inquiry and publish the proposed policies for any information.

As for what not to do, close the blogs of employees. In most cases, an employee and is writing a blog. It could be full of complaints about the recent spate of oil can be increased or snapshots of a relaxing holiday in the Maldives. Perhaps this employee is singing praises of the company's new product. Why not this employee blogger participate in a dialogue about what your business blog is intended to serve. Do not wait for a crisis to go before creating a corporate blog. It takes time to see the possible results of the blogs. Do not keep your business bloggers anonymous or hidden behind some people who believe. The public knows that and will have negative implications.

Finally, a blog is not a miracle cure. It will not turn without the aid of their enterprise in difficulty throughout. Corporate blogs should be incorporated with other marketing tools and communication to achieve desired results.



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