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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When you are getting ready to start publishing your corporate blog, it is a good idea to put some thought into the kind of information you will be sharing with the public. There are many different kinds of corporate blogs out there and it is a good idea to pick a classification that you will be comfortable with.

Internal/Informal –

Some companies like to have a very informal blog that is used to keep customers updated on events within the company and just basic news. This style is probably best for a very small company that really doesn’t have to worry too much about public image. It’s ok to keep it informal in this instance. However, a larger company may be perceived as being unprofessional if they attempt to take this tact with their blog.

Marketing –

This is a very hard style to pull off and you will need to walk that fine line between being too commercial and not getting your marketing message across. The best way to accomplish this is to find ways to tie in current events and news with your products. Otherwise, your blog will come off like one big advertisement and no one will want to read it.

Formal –

This is another style that is usually adopted by larger companies. It is a very stiff format that really doesn’t read well and it’s hard to build a personal relationship with your readers when trying this style. If you have a very large company such as a bank however, this may be the best road to take since you will be coming off as trustworthy.

News and Updates –

This is a style that suits most companies of any size. The blog can be used in a variety of different ways to keep customers informed about upcoming events, news about the company as well as tracking other news outlets and what they are saying about your company. If you are not comfortable going too in-depth with information, this is a very good format to use and it is very versatile.

Conversational –

This is a format that is very tricky and should only be used if you are very good at walking that fine line between friendly and engaging to over sharing and over personalization. This works well for smaller companies that really want to engage their audience and present a fun image. If you have an apparel company or an audience that skews a little younger, this is a good style to use.

Overall, it is important to weigh your audience when deciding what your blog is going to cover. If you have a young audience, they will expect you to be hip and current. If your audience is older, they want to see a little more respectability. It’s a good idea to work with someone that can assist you in setting the right tone for your company blog. Blog management services can be very useful in helping you accomplish this.

Photo Credits: 1

Originally posted 2008-07-22 05:39:34. Republished by Blog Post Promoter

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