Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Blogging Do It Well


Published on

Advice for companies on how to think about using blogs.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Blogging Do It Well

  1. 1. Blogging... if you are going to do it, do it well
  2. 2. Do you need to deal with all this mess?
  3. 3. Strategy <ul><ul><li>Ask yourself: why should your company have a blog? </li></ul></ul><ul><ul><li>Does it fit your communications strategy? </li></ul></ul><ul><li>  </li></ul><ul><li>If you can make a good case for both answers, get the approval of the key decision-makers in your company. </li></ul><ul><li>A blog is for the long-term, it is pointless to start one and fold it in a few months.  </li></ul><ul><li>  </li></ul><ul><li>You wont get much return on your blog in such a short time. </li></ul><ul><li>You need to establish trust, which takes time. </li></ul>
  4. 4. Post regularly <ul><li>1. Make sure that what you have to say is relevant to your audience. </li></ul><ul><li>  </li></ul><ul><li>2. Do not post for the sake of posting, people will notice and wont come back. </li></ul><ul><li>  </li></ul><ul><li>3. Assess how often you can post and </li></ul><ul><li>  </li></ul><ul><li>4. Pace your posts.  </li></ul><ul><li>  </li></ul><ul><li>It is better to post a few entries but regularly, rather than 15 in one day then nothing for a week. </li></ul>
  5. 5. About you! <ul><li>Most corporate communication is impersonal. </li></ul><ul><li>Blogs and other forms of social media such as twitter, allow you to present a more informal side. </li></ul><ul><li>  </li></ul><ul><li>Therefore, make sure you let your audience know who is behind the computer. </li></ul><ul><li>Highly valued hobbies such as philanthropic work should be part of the bio of each blogger if applicable. </li></ul><ul><li>Crucially, your readers need to see a picture of you. </li></ul><ul><li>So this is me above-right. </li></ul>
  6. 6. Publishing policies part 1 <ul><li>Depending on the industry your company operates in, you will devise more or less stringent publishing policies: for instance. </li></ul><ul><li>- Can readers publish comments? </li></ul><ul><li>- If yes, do they need to be moderated? </li></ul><ul><li>- If yes, how long before a comment is assessed for approval? </li></ul>
  7. 7. Publishing policies part 2 <ul><li>Be forward looking. </li></ul><ul><li>- How will you deal with negative comments? </li></ul><ul><li>  </li></ul><ul><li>- Will you allow constructive negative feedback? </li></ul><ul><li>  </li></ul><ul><li>- Why not? </li></ul>
  8. 8. Human touch <ul><li>Whatever your industry and content </li></ul><ul><li>Be kind. </li></ul><ul><li>Be personable by taking the time to respond to individual comments. </li></ul><ul><li>Ask for feedback. </li></ul><ul><li>Don't make people feel bad for their mistakes. </li></ul>
  9. 9. my corporate blog:
  10. 10. email: