Who do you trust? | Corporate blogging news digest

Welcome to the first installment in the series of weekly email digests covering the latest happenings in the world of corporate blogging. Feel free to subscribe via RSS or use the email signup in the sidebar. If you want more regular updates, then follow me on Twitter or Del.icio.us.

The biggest story right now has to be the issue of trust in corporate blogs. Forrester research by Josh Bernoff suggests that corporate blogging is the least trusted form of corporate communications – even falling below direct mail. There has, however, been research by eMarketer that claims corporate blogs do create more trust amongst customers. I’m sure this debate will continue to play out throughout the year.

News highlights

Corporate blogs, trustworthy or not? Conversational Media Marketing stirs the pot
This post pulls together latest research looking into trust issues around corporate blogging. The only lesson could be that you send out five market researchers and they all come back with strong evidence pointing in different directions.

Live Blogging from the Activity Streams Meetup
John McCrea’s highlights of a meeting on producing activity stream standards between the Web 2.0 big-hitters. Facebook, Yahoo, Google and Plaxo were at the Six Apart-organised discussion. Maybe now we’ll finally be able to update our streams simultaneously. Although where were Twitter in this discussion? Surely there is massive crossover between microblogging and activity feeds.

Problems generating comments on your blogs?
A few pointers on how to make your blog a conversation rather than a monologue.

In-depth article on how to successfully carry out customer relationship blogging
Business Standard goes into detail on how you can use a blog to reach out to customers. Particularly interesting points on how you need to communicate with networks of customers, rather than individuals.

Why some corporate blogs don’t work: companies are boring!
ZD Net’s Rick Burnes poo-poos the fact that the oft-held view that corporate blogs can serve a useful purpose by exposing the inner workings of a company. Do you care what’s going on inside the companies whose products you use?

Jon Burg’s ten rules for effective corporate blogging
Interesting take on top blogging tips. ‘Your blog is your dinner table, not your podium’ and ‘check your ego at the door’ are my personal faves.

Best blogging posts according to He Blogs, She Blogs
A roundup of articles on why you should blog, designing your blog and how to plan and launch a blog.

Best Twitter Posts of 2008 according to He Blogs, She Blogs (including a discussion of the relative merits of Twittering vs blogging)
If you’re new to the microblogging revolution that is Twitter, find some great posts on how to get the most out of the microblogging network.

Corporate blogging: slowly crawling out of the sand box
Gearheads think that this year will see corporate blogs grow up and become more effective (read professional).

Corporate blogging predictions for 2009 and beyond: hire a journalist!
Bloggers for Hire predicts that more and more organizations will require journalists as marketing moves in the direction of content. I’m assuming they anticipate the content will be more news/information rather than product information. I’m sure the contrversy around this issue will continue well into ’09.

The Air Force’s Rules of Engagement for Blogging: remarkably detailed process and diagram
It’s not known for being one of the most cutting edge organizations, but the US Airforce has put together a pretty robust set of corporate blogging guidelines. What next? Twitter guidelines from the CIA?

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