Why Corporates don't Blog?


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Majid Pandit

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  • You don’t have a blogging policy since you don’t have a blog, but that’s no reason not to create one.
  • So here’s what can be done. Set up some house style rules and moderate posts prior to approval, at least to begin with. Assign somebody to be Blog Ruler/King, in charge of all content across the blog. Write a ‘how-to blog’ guide and distribute it to those employees / people you want to contribute. Soft launch the blog for a month before making it open to the public. If you talk about your company news, rather than the subject area in which your company operates, then the best person to write about it is an employee who is closest to the action.
  • Blogging is an investment into PR and SEO. It builds reach and heightens visibility and reenforces PR. It solidifies a community, helps the organisation get closer to the customers. It gives the organisation a voice. Remember that not all corporate blog content needs to be about the business. Don't get stuck in the we-are-not-interesting-enough trap
  • I think corporate blogging should start with a keyword strategy, just like SEO. Blogs should become a very useful part of your SEO strategy. Then there’s the PR value, with other bloggers writing about and linking to your blog posts. On top of all that, there’s the ability to take part in conversations with customers. Just think about the insights these conversations give, into ones website, products, customer services, pricing… all this feedback is highly valuable, and with a blog one can avoid paying a research company to unearth customer feedback…
  • Why Corporates don't Blog?

    1. 1. BLOGGING Why Corporates do not BLOG? by Majid Pandit [email_address]
    2. 2. How many companies in India are Blogging? <ul><li>Not many </li></ul><ul><li>But WHY? </li></ul><ul><li>Lets have a look at a few reasons </li></ul>
    3. 3. <ul><li>The company does not understand why they would want a blog. </li></ul><ul><li>Does the company and its management understand the importance of Google/Search engine on their business? </li></ul><ul><ul><li>Blogging = SEO </li></ul></ul><ul><li>Let them know… </li></ul>
    4. 4. <ul><li>Top management is not allowing employees to blog. </li></ul><ul><li>Why not? </li></ul><ul><li>What is the management afraid of? </li></ul><ul><li>Are the employees so wild that they can’t control what they’ll say? </li></ul><ul><li>Are they so stupid that they have nothing of interest to say? </li></ul><ul><li>Maybe the problem starts with Mr Big/CEO. </li></ul><ul><ul><li>Remedy: A corporate blogging policy. </li></ul></ul><ul><ul><li>There should be limits, of course, but why force employees to blog elsewhere, or not at all? </li></ul></ul>
    5. 5. <ul><li>The management thinks it is too risky to allow employees to write blog posts </li></ul><ul><li>Maybe it is. </li></ul><ul><li>But it probably isn’t, with appropriate guidance. </li></ul><ul><li>The guidelines, the subject matter, the overall content framework can be set. They will abide by those rules, because that’s what employees are generally good at </li></ul><ul><li>the ones who aren’t good at obeying rules tend to become ex-employees rather quickly </li></ul>
    6. 6. <ul><li>The company has not figured out who will contribute to the blog, or what it will write about </li></ul><ul><li>One does not want to spend four hours per day servicing the blog, adding new content, replying to comments. Somebody else is also needed to share the workload, but the management is not sure who to ask. </li></ul><ul><li>A company might spend tens of thousands of rupees a month on SEO and PR and TV advertising, so why not consider some of that investment into a blog? </li></ul>
    7. 7. <ul><li>Organisation can’t see any benefits whatsoever. It would be a waste of time </li></ul><ul><li>There are always exceptions. </li></ul><ul><li>Blogging might not be perfect for every company. But unless an organisation can outline the key benefits to blogging then this is a lame excuse… </li></ul>
    8. 8. <ul><li>Organisation doesn’t see any return on investment. </li></ul><ul><li>How does one measure ROI from blogging? That’s the question. </li></ul><ul><li>What about calculating or measuring ofline coverage – except few calculations of VIs, these are often somewhat intangible. </li></ul><ul><ul><li>Assumption is the name of the game. </li></ul></ul><ul><ul><li>If one cant accurately measure ROI on Print coverages, then why bother about ROI from blogging? </li></ul></ul><ul><li>There is the ability to take part in conversations with the customers. </li></ul><ul><ul><li>all this feedback is highly valuable, and with a blog one can avoid paying a research company to unearth customer feedback… </li></ul></ul>
    9. 9. <ul><li>Some may feel that Blogging is not right for their business </li></ul><ul><li>They might be right. But at least they should be aware of the benefits of blogging. </li></ul><ul><li>One does not have to talk exclusively about their business, nor give away any trade secrets. </li></ul><ul><li>People do not care about what you have to say about subjects relevant to your business, your products, your policies... </li></ul>
    10. 10. <ul><li>The company has no clue about how to set up a blog </li></ul><ul><li>No rocket science </li></ul><ul><li>Blogs are easy to set up. Anyone can host them ( eg Wordpress, MovableType ), or opt for a hosted blog ( eg Typepad, Blogger ) </li></ul>
    11. 11. <ul><li>R/x </li></ul><ul><li>Get with the action! </li></ul><ul><li>Get visible! </li></ul>http://majidpandit.blogspot.com