Consider this to be your quick and painless guide to starting a corporate blog both effectively and practically.

1 – Begin by defining your purpose.

This may sound obvious, but many bloggers do not think of their editorial purpose until well into the life of their blog. Exploring social media simply is not reason enough to start a corporate blog. You need a concept that is better defined. Rather than just saying that your blog’s intention is to engage your customers, you want to have a polished editorial purpose, like “Share inside information about the day to day operations within our company in order to better enrich the experience of our customers, engaging them in a dialogue with our business.” This may be a wordy way to put things, but it gives you a real solid idea of what it is that you are trying to accomplish with your blog. This way, if you ever find yourself wondering why you started this project in the first place, your editorial purpose can serve as an excellent reminder. “Oh, right, my goal was to reach out to my customers and share something of myself in the process.”

2 – Determine who responsibility will be given to, next.

Most people do not consider this, despite the fact that it is fairly obvious as part of a practical start up guide for corporate blogging. If you are smart, you will form a team of hardworking individuals that will work on the blog, or at least that will collaborate to come up with good subjects and topics for the blog. However, no matter how many people you have working on your corporate blog, you do need to have one single person in charge who can say yes or no to an idea or a blog post. Having a group is an excellent tool when putting a blog together, but someone absolutely needs to be in charge, otherwise you may have difficulty actually getting things on the page.

3 – Determine who your writers are going to be.

Sure, by now you have a social media manager who is in charge of the final say, but he or she should not be the only writer or the only person in charge of coming up with the content ideas. Depending on the size of your company and its scope, there are probably different departments within; each with a different area of focus. Because your audience is probably interested in all of these different areas, it would benefit your company and your corporate blog to have bloggers from different disciplines. Develop a list of capable writers, and then have each of them agree to writing a little bit every month on a variety of different subject matters in order to get the most out of your corporate blog. Then you can space these assignments out and post their blogs throughout the month easily.

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Originally posted 2008-12-30 05:58:19. Republished by Blog Post Promoter

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One of the best ways to raise morale is through an internal newspaper that keeps employees appraised on what is going on with the company. They foster a sense of belonging, especially if you cover employee birthdays, events and special happenings within the office. However, if your resources are a bit strapped, you may not have the time to put together a special publication. Print costs are not cheap, and it can be quite time intensive to publish a newspaper each month.

In order to get the benefits that a company newspaper can bring, without the downsides, you can begin to use your corporate blog to fill this position. By including your employees in your blog’s news, they will feel more a part of the company and they will want to share the posts with their friends. Everyone likes feeling like a star, and a blog is a great way to share news, promote friendly competition among employees and keep everyone updated.

Before you jump in and start making your corporate blog into an internal newspaper, there are a few things that you should remember:

1. Ask before using last names.

A lot of people prefer not to have their full names splashed all over the internet. You may not realize it, but if other sites are including your RSS feed, your posts are appearing all over the internet. Always ask permission to use an employee’s last name, or err on the side of caution and use first names only, or their first name and last initial. They will know who you are talking about, but your readers won’t. In today’s environment of identity theft and cyber stalking, last names should be avoided.

2. Always remain professional.

Sure, it’s a fun company newspaper, but the general public will have access to it. Unless you are going to password protect the posts for your internal news, you will need to keep that veneer of professionalism up at all times. It’s one thing to be lighthearted and fun, it’s quite another to veer towards being unprofessional. If something has the potential to be spun in a way that is negative towards your company, don’t publish it.

3. Be wary of posting photographs.

A lot of companies like to use photographs on their blogs to let the public know that there are real people working for the company. This is terrific, but you should always remember point one above. Never use last names to identify people in a photo. The public doesn’t really need full disclosure, they’ll be able to see the real people – they don’t need their names. Again, with the threats to people’s safety, it is best to err on the side of caution.

These are just a few things to remember before adding this option to your corporate blog. Remember, if you don’t want the public to know something about your company – don’t write it! Always keep the fact that news can be twisted in front of you while you are writing your blog.

Photo Credits: 1

Originally posted 2008-08-26 05:40:18. Republished by Blog Post Promoter

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In a special address to an audience comprised of chief executives, Bill Gates recently said that regularly updated blogs and journals could be a great way for firms to let customers, staff members and partners alike what they are doing or working on. He has said that blogs created advantages over other ways of communicating which are older or outdated in nature, such as e-mail and website communication. More than 700 employees working for Microsoft are already using blogs so that they can inform people about their projects and keep them up to date.

The blessing of blogs by Bill Gates came during a keynote speech that was given during the Microsoft annual CEO summit, which was held at the Microsoft campus which is in Redmond, Seattle. The speech served as a canter through many of the forthcoming technological developments that business bosses need to know about, according to Bill Gates and Microsoft. The speech covered new wireless technologies, mobile phones, RFID, digital cameras and broadband, and all of the uses that can be gleaned from each of these vital technologies that businesses need to stay at the top of their game.

Bill Gates also made a point to dwell on the concept of blogs. He said that although blogs began primarily in the technical community, and even though they have much broader social implications now, they can also be used and taken advantage of by businesses as well. Bill Gates believes that blogs hold great advantages over older forms of communication and means of communicating and staying in touch like websites and e-mail. E-mail messages tend to be imposing, and they can easily miss out on key people that need to be included. Gates also noted that websites can be a problem as well, because they demand that visitors return regularly in order to find out if any changes have been made to the site, and websites require regular updates to avoid allowing them to become stale.

However, according to Gates, these problems can be solved by using blogs and RSS feeds, allowing viewers and readers to know whenever a blog has been updated. What blogging and these notifications are about is making it easier for people to communicate with one another. The ultimate idea here is that you should be able to get the information that you want, when you want it. Many Microsoft employees have already embraced these concepts, as there are more than 700 Microsoft employees who are currently maintaining corporate style blogs in order to let people know what they are working on. Microsoft does not currently make any of its own blogging tools, though it is largely expected to move into this industry very soon, pitching it into even sharper competition with Google, AOL and other companies.

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Originally posted 2008-12-08 05:48:04. Republished by Blog Post Promoter

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Corporate blogging is not the kind of thing that comes easily and generates immediate success. When it come to social media efforts like blogging, there are upsides and downsides and both must be addressed in order to adequately prepare for a new project like a corporate blog. Here are some of the challenges that corporate bloggers are facing.

- Many do not receive the traffic numbers they desire.

There are not massive increases in the number of viewers on the web, and there are only so many hours available in the day to read blogs. While there are millions of blogs out there, only a few are able to rise to the top and really stand out.

- Blogs often require more time than the bloggers initially realize.

Blogging’s biggest concern is not actually money, but rather is time. When it comes to executives, the cost per hour can radically increase. Blogging is costly when it comes to time, and managing a corporate blog can easily take up 1-2 hours a day if not more of an important executive’s time if there is no social media manager in place.

- Being conversational is not always natural.

Traditional marketing is not quite the same as having a conversation at the corner coffee shop, so many writers who work on corporate blogs have trouble being conversational because they are more used to “carpet bombing” marketing rather than social media marketing.

- Blogs are not marketing campaigns, per say, so there is no ending date.

Bad blogs can easily whimper along for a long time, without anyone knowing when to call it quits. The same can go just as easily for great blogs, however. At what point is a blog supposed to stop?

- Some corporate blogs have legal issues and other hang ups.

The legal facet of your business may have trouble with the two way dialogue that is created, allowing objective content and negative content to exist within your blog. How do we react when our dirty laundry is aired in our blog, or when our readers post content or questions that we are not ready to handle? How open and honest should we allow our blog to be?

- Employee blogs do not necessarily represent the brand.

Just because your employees are working for your company, it does not mean they have the best interest of the brand at heart. Good employees are not necessarily good bloggers. Who do you really want to represent your blog? Some employees may inadvertently cast your brand in the completely wrong light.

- Success is difficult to measure.

Marketers can measure the success of their campaigns through registrations and visits, but with blogs, success is much more difficult to measure. The problem with blogs is that the social success can have different forms, including trackbacks, comments and other forms of conversation. Without raw numbers, how does anyone know whether or not success has been reached?

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Originally posted 2008-12-26 05:42:40. Republished by Blog Post Promoter

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While it would be great if all companies had no internal problems and everything ran smoothly, this does not always happen. There will be times that your corporate blog can turn into a mess if you do not get control of internal fighting and issues that can get out of hand. If you are letting several employees run their own blogs, there is a big temptation out there for them to use this as a forum to vent their frustration. Here’s how to handle that if it happens.

First, you will need to find out which employees are actively discussing company issues with the public. Then, it is a good idea to take them aside and calmly remind them that a corporate blog is not an appropriate forum for their grievances. If they have an issue with the company itself, or the employees, handle it as well as you can. There is a bit of a fine line to walk here. You don’t want to give the employee the impression that you are muzzling them, but you do need them to stop.

The best possible way to handle this and to make sure it never happens is to have a manager, or yourself vet every blog before it goes live. This takes a little longer and may require a few more minutes of your day, but in the long run, it is a lot better than finding out ex post facto that your company’s dirty laundry has been hung up in public, for everyone to see.

Whenever you need to let a blogger go from your employment, it is also a good idea to be prepared for some backlash, especially if you do not revoke their blogging privileges before you let them know they will no longer be working for you. This is absolutely vital, even if you have known that employee for years and never expected that they would do anything to wrong your company.

Another big issue with corporate blogging is having employees that release company secrets, either intentionally or through ignorance. This has led to many people being fired in the past and has harmed some companies greatly. If you are a public company, the risks are even higher that your shareholders could be put at risk by a blogger on your staff.

Blogging is a great way to promote your company, and achieve a stronger brand, but there is a lot of responsibility that comes with that. You will need to be prepared to handle any employee issues – before they happen. Set up a strategy for dealing with the issues that we’ve mentioned above. An ounce of prevention is worth more than a pound of cure in this case and you can avoid having your company put at risk if you go into this with the right mindset and the right information.

Your blog is the place to promote your company, and your employees need to understand and respect that.

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Originally posted 2008-08-13 05:51:45. Republished by Blog Post Promoter

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Are you afraid of blogging? Many companies and businesses are actually quite afraid of corporate blogging because they are afraid of being different. It’s time that we get over our fears, however, because the new way of establishing permanent relationships with people is to ask “Do you have a blog?” The truth is, blogs are a great way to hear other people’s ideas and to find out about companies, businesses, contractors and other people in the industry. Too often, however, people say that they do not have what it takes to keep a corporate blog, and this is usually not true. Anyone can keep a blog as long as they have some basic understanding of the process.

Most companies are supportive of the idea of corporate blogging, especially among employees who will adequately spread a positive message about the firm. Unfortunately, most employees are unaware of this position, and believe that corporate blogging may get them in trouble, or worse, fired. If you want to have a corporate blog, and you want to share the news about your company, but you are afraid that your boss or bosses will not agree, you simply need to learn how to motivate them. Show them some of the best corporate blogs out there, and show them what this corporate blogging effort is doing for these companies. Companies that have effective, popular corporate blogs are managing to see increases in sales even in times of economic crisis. What does this say about the power of a corporate blog? A lot, actually.

According to Technorati, there are more than 4.3 million web blogs out there. The word of mouth networks are simply becoming more and more efficient, and absolutely vital as a result. The fact that there are so many corporate blogs out there is an excellent indicator that everyone is blogging, and if your company is not already blogging, now is the time to start.

Here are some of the reasons why employees within a corporation should be allowed to blog:

1 - People do not trust corporations, but corporate blogs allow them to facilitate community and communication, building stronger relationships with companies that they perceive to be trustworthy. If you are honest with your readers in a corporate blog, they will trust you more, end of story.

2 - Talking to corporations is difficult, but corporate blogs facilitate communication in an easier and more effective manner. Communicating by phone, e-mail or website can be difficult, and who knows if you will ever get a response. But if visitors comment in blog entries, they know they will be seen and heard.

3 – Blogs create believability. What do you think is more believable and friendly, a press release from the company’s PR representative, or a couple of blog entries on the subject? Blogs are inspiring, they are friendly, and they are full of communication. When readers want info on your company, they will sooner turn to your blog than a press release in the news.

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Originally posted 2009-01-08 05:37:33. Republished by Blog Post Promoter

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Creating a marketing message is a lot like building a house of cards: The building process can take a long, painstaking amount of time, however it can take mere moments to send everything tumbling. Sometimes all it takes is a single piece of thoughtless communication to completely contradict your marketing message and the effort that has been put into building it up. Before you know it, your company is being slandered on the internet, in newspapers and through other forms of media, completely destroying your hard work. Unfortunately, with the ease of blogging also comes a great amount of responsibility.

Corporate blogging can do magical things when it comes to spreading your company’s marketing message in new and exciting ways. The important thing to keep in mind, however, is that little things matter, and they add up, and as a corporate blogger, you will be held highly accountable for the messages that you spread in your blog. Your underlings can probably pass a lot of information in a blog without the comments carrying that much weight, but if you are blogging for a company that you own or hold a high amount of stock in, you could do quite a bit of damage without intending to, simply by letting something slip that could destroy the marketing message that you have worked so hard to build with your corporate blog.

When working to spread your company’s marketing message through a corporate blogging effort, it is important that you know what message you are trying to portray, and you stick to that. If you say something offhanded, too friendly, snooty, too formal, illiterate or otherwise off base, you can turn your hardworking marketing message into something that appears quite embarrassingly one dimensional and even fatuous in nature.

For this reason, it is important that you can ensure a certain level of consistently throughout your organization when it comes to writing a corporate blog, avoiding in the process the natural propensity for people to interpret and sell your marketing message in the wrong light. Here are some suggestions that are well worth considering if you want to protect your hard earned name in big business and the world of online corporate blogging.

- Remember, above all else, that message consistency depends on the message working for everyone within the organization.

- Appoint the right person to maintain your message and its consistency not only throughout the company, but also in how the company communicates outside its doors as well.

- Train, train, share information and train some more. Talk to your staff members in real terms, treat them like real people. Show them how to implement your marketing philosophies and messages when they blog, and then let them share of themselves and your company in ways that uphold these core messages.

Corporate blogging is a double edged sword – When used correctly it can significantly boost the capabilities of your web presence online, but when used incorrectly it can destroy your company’s marketing message in a flash.

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