Using an internal blog is an effective way to track activity, especially as blogs are date ordered.

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According to a study by Eurocom Worldwide, more than half of all senior tech executives actively blog – whether it be to participate in industry debate or to raise their own profile. The majority in the study also felt that search was the most important development in marketing in the last 10 years.

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Interesting piece about corporate blogging on BBC Radio 4’s Today programme. The show covered the slippery topic of ghost writing blog articles, and whether this is a legitimate practice.

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Crisis Blogger picks up on the recent lawcase against one of Cisco’s employee’s blogs.
Interesting how this has been picked up by the media – many a horror story of how employee blogging can turn foul. However the Cisco case is somewhat different – the anonymous blog had been setup not as an obvious link to Cisco, but rather to appear as something autonomous.
This kind of approach to corporate blogging is by far in the minority.
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Using internal corporate blogging for project management can get around many of the problems inherent in email communication. However, you should be looking at using enterprise-level blogging technologies.

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A new study conducted by the Society for New Communications Research looks at the new influencers in corporate communication. Blogs feature heavily in this list, being by far the most heavily used but not necessarily the best achiever.

There’s some great information in this study (conducted at the end of last year) for anyone looking to use social media for corporate communication purposes. My only criticism is that the report feels a bit one-sided. Just looking at how comms specialists use social media doesn’t necessarily paint a picture of how influencial this is. Until we as an industry can sort out the metrics around this, I doubt we’ll have this answer.

Read the initial report

Because many blogs are personal, passionate accounts dealing with a specific topic, targetting blogs as an advertising/editorial medium means you can really pinpoint your efforts.

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This is an interesting case study, especially given that there are so few stories of paid bloggers and their relationship with the businesses for whom they work.

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