Corporate blogging is not about jumping on the bandwagon. It’s about developing a deeper relationship with your customers and other key audiences by being open, engaging in a dialogue, and showing the human side of the company. In To Blog or not to Blog, I shared the benefits of corporate blogging and the importance of understanding its value. But, businesses often find it challenging to start a blog. What should we write? What do we do when there’s a negative comment? How much time, and what resources do we devote to this? How do we measure return on investment? These questions will be answered in this and subsequent posts on corporate blogging. Once you’ve decided to start a corporate blog, outline the goals, the author(s), format, style, writing guidelines, and measurements of success. First, your company should be actively listening and connecting with others through online social networks. Read and provide thoughtful commentary on others’ blogs. Joining in conversations helps build company credibility and visibility in the online community, which is critical to the success of your blog. Author(s) Simply, pick the best person for the job. The author should understand blogging, be a good writer, have valuable insights to share, and [...]
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