The Basics of Blogging
Do not screen out your critics. Their comments can be the most valuable, because it will give you a chance to address their concerns in a public forum. If a critic is correct about a problem with your company, admit
it and inform him of a planned fix. If you don’t know the answers, say so and get help from someone who does.
n Clean up your own mess.
Every company makes mistakes. Trying to sweep the problem under the rug never works long term. If someone says something bad about your product, link to it. Use your blog to address mistakes and communicate a remedy.
As Microsoft employee and corporate blogger Robert Scoble, says, “It’s all about building long-term trust. The trick to building trust is to show up! If people are saying things about your product and you don’t answer them, that distrust builds.”
n Give credit where credit
Applaud your competitors for their innovations. Don’t use your blog to bash your competitors. Take the high road, and your audience will appreciate your professionalism. This will surely help you build loyalty and trust among your readers.
n Do your homework.
Research any data, quotes or news articles before making them public. Provide a source for your information whenever possible. This will add credibility to your post and defer blame if data is erroneous. If you’re blogging about your company’s products/services then you must be well educated about them. Feel free to include guest posts from specialists in your company.
Corporate blogs can be a great tool when handled properly. However, they also can be very problematic if these basic rules are not followed. Good luck and good blogging. yy
Peter Figueredo is co-founder and CEO of NYC-based NETexponent, an online direct response agency. He can be reached by e-mail at peter@NETexponent.com.