The Basics of Blogging
You learned everything you need to know in kindergarten
Blogging can play an important role in your company’s internal and external communications. Microsoft, IBM, Google and Ford are just a few of the companies that have learned the value of having a corporate blog. In fact, each has several, run by various employees.
Corporate blogs provide benefits in several key areas.
Employee communication. Management gets a chance to explain the “why” behind company decisions, seek anonymous employee input and promote new initiatives.
Employee recruitment. Corporate blogs provide prospective hires with a unique look behind the curtain at large companies. These blogs give a great sense of corporate culture that may attract new hires.
Public relations. They are great tools to help “get the word out” and communicate accomplishments.
Web site ranking. Corporate
blogs build site traffic and inbound links from relevant Web sites … all of which boost your Web site ranking in search engines.
New business. Prospects can use your blog to learn about new company developments and product/service
benefits. This builds an ongoing dialogue with prospective clients.
Customer retention. Existing
customers will value the ongoing
communication and insight into
their trusted vendor.
To have an effective corporate blog there are a few guidelines you should follow. With a nod to Robert Fulghum, I’ve taken some of the basic lessons from his best-selling book “All I Really Need to Know I Learned in Kindgergarten” and applied them to blogging.
n Honesty is the best
Readers of your blog will respect you for your opinion, even if they disagree, as long as they can tell you are being honest. Since blogs usually are a blend of opinion and fact, you should strive for honesty in both. If you lie or provide bad data, chances are you will get caught. Imagine that your competitors read it (they probably will) and are just waiting for a chance to catch you in a lie. Your blog is a reflection of your company, so it also should reflect your company values.