Eight tips for creating a corporate blog.
Recently, I succumbed to the corporate blogging phenomenon by creating a CEO blog to communicate with my employees. I joined the growing ranks of CEOs and other senior executives who blog. You can see some of them on the New PR Wiki's list of CEO blogs. For now, I'm keeping "I Was Thinking..." inside the company. If I decide it's ready for primetime, you'll be the first to know.
Whether it's a CEO or company-wide blog, corporate blogging is gaining traction. According to SocialText, 5 percent of Fortune 500 companies have a corporate blog, including GM, Microsoft, Nike, and Starwood Hotels. Corporate blogs are usually a mix of corporate news, new product/services concepts, interesting trends, and personal insights shared by employees and executives.
Why aren't more companies blogging? Is it fear about controlling the message? Tipping the hat to competitors? Opening up a legal can of worms? Finding an appropriate voice?
We asked ourselves many of these questions a year ago when we started working on Three Minds, our blog about experience design, which we launched last June. For the investment of our time and a $14.95 monthly TypePad subscription, we've built a respectable reader base and learned a lot about the art of corporate blogging.
If your company doesn't have a corporate blog, you should seriously consider developing one. Coupled with your Web site, it's a great way to create a dialogue with customers and employees.
With nearly a year of experience under our belts, I thought Troy Young, our EVP and chief experience architect, would be an excellent interview for today's column. He's Three Minds' chief editor, chief tinker, and most prolific poster. Here are the key takeaways from our discussion:
Corporate blogs are the new faces of business. Customers, employees, and those interested in your business want authentic dialogue, real insights, and a fresh perspective. Give it to them with a blog.
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Wednesday, July 23, 2014