Mention the names Robert Scoble or Shel Israel in the blogosphere and you’ll get a pretty instant reaction. Both are well known and while they have their share of detractors, both are well respected in their own rights. Putting the two of them together on this book project was genius and considering their experience, we were prepared for a great read.

This book really isn’t a how to, but more of a discussion on how corporate blogging is reshaping the way businesses do business. If you’re looking for a manual on how to get started, you’ll probably be pretty disappointed. However, the book has a lot of merit and it is one that every corporate blogger, especially those with larger companies, needs to read.

The main focus of the book is the Six Pillars of Corporate Blogging. Each one holds the key to your success or failure as a corporate blogger, and by mastering them, the authors hold that you will be able to enjoy a lot more success as a blogger, and you’ll learn new methods of treating your customers.

Our favorite part of the book was the discussion on Blogging Right and Wrong. The section on crisis blogging was fascinating and well worth any company owner’s time. The chapter on emerging technology was also very useful, but could use to be updated since the blogosphere does move quite fast.

Bottom line for this book – there is a ton of information to process, and you may want to read it a couple of times before dipping your toes into blogging. Even if you already have a blog, this book may help you take it to the next level and pinpoint areas that may need improvement. We appreciated how well written the book was and the time that went into putting everything together. It’s obvious by the finished product that the authors are passionate about corporate blogging and they did a great job of infusing that passion into their text.

Overall, this book was a fascinating read. We don’t agree with everything put forth, but it still managed to make a very solid case for corporate blogging as well as offering some great tips on how to go about it the right way. Even if you’re a seasoned blogging pro, there is still something to be learned by reading this book.

We highly recommend it to new and old bloggers since there is a lot of information that can be put to immediate use. The case studies and interviews with other corporate bloggers are well worth the cost of the book, and you can learn a lot from the mistakes and triumphs these blogs have experienced. It’s not a how-to manual, but in a way, it’s more important. It covers the nuts and bolts that so many people forget or fail to use, and by doing so, miss out on great opportunities.

Originally posted 2008-09-19 05:58:44. Republished by Blog Post Promoter

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So many advice columns, tips and books focus on what you should talk about on your corporate blog, but few ever go into things that you should not talk about. While it is important to focus on the positive, you also need to be aware of some common mistakes that can derail your efforts. With the right approach, and saying the right things, your corporate blog can be successful. However, it only takes one bad post to sink all the work that you have done.

Let’s go over a few things that have no place on corporate blogs:

1. Company Rivalries –

If company X has stolen your customers/clients/ideas, your blog is not the place to air that dirty laundry. Company rivalries may be interesting, but at the end of the day, the participants just end up looking foolish, or downright nasty. It is best to take the high road when you are in the midst of a problem like this and keep the dirty laundry where it belongs. Your corporate blog should always present the best possible public face to the world, and that face should not look petty.

2. Bad News –

While there are some instances where full disclosure on a blog can benefit a company when there is bad news, if you are not versed in the art of communicating bad news and putting a good spin on it, it does not belong on your blog. Once again, we come to the public face of your company. Your blog is the place for positive news, not for “the sky is falling and we are all going to be homeless.” Keep the bad news out of your blog, unless there is absolutely no way that you can avoid addressing a problem.

3. Inappropriate Humor/Graphics/Videos/Sound Files –

Viral videos have exploded on to the scene and although many are truly funny and you may want to share them, they have no place on a corporate blog. Bottom line – if you wouldn’t tell a joke, show a video or graphic to your 98 year old grandmother, it doesn’t belong on your blog. You may think it’s funny, 99% of your readers may agree, but it’s that 1% that can tank your company. Always keep it clean, and avoid running the risk of tarnishing your company’s image through inappropriate content.

One thing that corporate bloggers need to be aware of before they write one word is that in the blogosphere, a post is forever. It’s not just about weathering the storm that a bad post can cause for a week. Thanks to search engines, caching, linking and copying, a bad blog post will live forever.

Before you write anything, think for a minute if you will be proud of that post in a month, a year, five years. Chances are, that’s how long that post will be around. If the answer is no, write something else. Always take the high road and your company will benefit.

Photo Credits: 1

Originally posted 2008-10-22 05:29:19. Republished by Blog Post Promoter

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In today’s current business world, the media is more savvy than ever and so are consumers. This has led many companies to adopt a full disclosure policy on their corporate blogs. Is this policy right for you? Let’s look at a few of the upsides and downsides of full disclosure.

Upsides

1. Public perceives your company as honest.

Everyone loves it when a company owns up to mistakes, takes the high road and is brutally honest about their business deals. It is always refreshing to see a company that is willing to take that risk to be more open with the public and share what is really going on inside.

2. All press is good press.

Blogs that deal with full disclosure typically get lots of traffic and they are able to quickly generate a lot of buzz. This is really only useful if there is a way to turn what they are talking about into a positive light, but overall, when it comes to getting attention, full disclosure usually gets the job done.

Downsides

1. Is brutal honesty always the best policy?

If your company just took a major financial hit, does the public really need to know about it? One of the main problems with adopting a full disclosure stance is that it can really hurt you when things get tough. It’s one thing to say that the company is going through a rough patch, it’s quite another to get into details. This hurts your bottom line, and if you have investors, they may not appreciate your honesty with the public, especially if it affects your stock prices.

2. Bad reputations take only a few seconds to make.

It can take years to build up an image of corporate responsibility, but trashing your company’s image can only take a few seconds. Full disclosure often means talking about things that put your company into a decidedly unflattering light. If you feel your company can rise above that, terrific, but some companies never recover after a blogging disaster.

Weighing All the Options

Now that we’ve gone over the good and bad side of full disclosure, it’s time to get really serious and think about how it could affect your company. Do you have investors? If you do, this is probably not the best policy for your corporate blog. The risks far outweigh any benefits.

Is your company fairly new and so far scandal proof? In this case, then a full disclosure policy can help build a solid reputation around your company and present it in a good light. You may change your mind however the instant the first bad piece of news hits the press.

Lastly, what do you want people to think of when your company name comes up? If you don’t want the latest blogging fiasco to be at the tip of everyone’s tongue, a little mystique is probably a good thing. Blogging is a balance, and it’s up to you to decide how much information you want to reveal.

Photo Credits: 1

Originally posted 2008-08-18 05:09:40. Republished by Blog Post Promoter

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