Five Immutable Laws Of Corporate Blogging (Tin180 Com)
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Five Immutable Laws Of Corporate Blogging (Tin180 Com)
- 4. Blogging’s Double Helix Conversations Authors & Applications CorporateBrand Marketing/ Product Strategies Corporate Values Situations
- 19. Failure
- 20. Failure
- 22. Success
Editor's Notes
- Launching a blog is only the first part of corporate blogging. Understanding the changing nature of a blog is critical to its success. trugh
- We adapt to new situations, change strategies, replace bloggers, and upgrade applications, but fundamentally all blogs must adhere to a corporate culture and a commitment to conversation.
- EarthLink and one other company
- Form can change, subject matter can change, the authors can change, but one thing can’t – a commitment to consistent open, honest conversations, devoid of corporate speak that respects the audience, passion Text to Pictures to Podcasts to Video to Widgets -- it comes down to conversations -- open conversations -- I have said a blog with feedback is like a toothless wolf in sheep’s clothing -- no bite and whole lot of fluff
- Who are you trying to reach - One size does not fit all. The expectations of customers, including investors and partners, are changing as fast as the technology itself-- but not for everyone. While my parents use the phone, and my peers use email, my friends' nieces and nephews swear by IM, Facebook and MySpace. A successful social media strategy requires an understanding of one's customers and carefully balancing the use of new and traditional information channels. What does this mean for EarthLink? It means engaging our more than 5.3 million customers with products and services that meet their needs. The key is to reach out to the tech-savvy customer who is tagging, blogging and social networking without alienating the traditional customer who is just fine with a dial-up connection to email and surf the web.
- Your product is defective; 80,000 employees go strike; your CEO is charged with financial irregularities -- Where does openness and conversations go -- Time to blog or circle the wagons -- Time to start one or shut one down Clearly permitting an open forum to debate a strike or discuss labor issues doesn’t always serve a Company’s, and most importantly, its customers’ interest. As for investors, there are clear rules governing disclosure. It may seem inconsistent to post in the good times and not the bad, but an effective strategy must be situational. Putting aside court order restrictions and laws governing labor negotiations, public discussions may sometimes inflame more and mollify less. As crisis communications expert and author Eric Dezenhall told me, the most successful communications in a crisis are the ones you never hear about because a resolution was found before the crisis became public.
- Understanding social media does not mean that a company should immediately start blogging. Social media can be a serious mistake if there is a low tolerance for experimentation, transparency and decentralization. Regardless of a company's DNA, social media must be accepted and embraced internally; both employees and management must be educated on how best to implement a social media strategy.