living, thinking and writing
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| PRACTICE living, thinking and writing |
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Monday, December 05, 2005 Does Your Company Belong in the Blogosphere? via Kevin Higlights: **a Euro RSCG Magnet and Columbia University Survey of the Media in 2005 found that 51 percent of journalists view blogs regularly. **Have a distinct focus and goal. For a (corporate) blog to deliver value, it has to be created with a specific purpose in mind. "You need to set expectations very carefully as to what a corporate blog is going to be about. People will expect you to discuss everything about your company, but you need to stay on topic as explained and introduced," says Michael Wiley, the director of new media at GM. Robert Cox, a blogging consultant in New York, says that a company should carefully identify the corporate marketing objectives of any blog. "You need to ask: Are you trying to showcase your employees? Are you using the blog as a recruitment tool as Monster.com does with their blog? Or is it more of a product support tool? You have to determine what it is you are trying to get done." **"Don't let the PR department write your blog. Bloggers will sniff it out, and when they do, you will lose all credibility" In your blog, express your enthusiasm and passion for your work and your company's product, with occasional asides on topics that reflect your personal interests. The latter will keep your voice authentic and increase the linkability of your blog. **Permit both positive and negative posts on your blog, and reply to comments made on other blogs pertinent to your area of focus. Respond in a professional and businesslike way. If you don't want to hear from your customers and critics in a public environment, don't blog. posted by lmeimei @11:20 PM| permanent link| | |
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