Category Archives: Corporate Blogging Advice

An academic book list | Corporate blogging news digest

Cornelius Puschman is undertaking some interesting research into corporate blogging and computer-mediated communication. He’s published his formidable bibliography. Great if you’re looking for academic literature around corporate communications… now where’s that extra time I put aside for reading?
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News highlights

Why Should I Create a Business Blog? | Chief Ingredient, Inc.
A nice concise round-up of the key features and benefits of corporate blogging. Kind of techie but does offer benefits like ‘easy social networking’.

Would You Trust This Blog? – CopyWrite
CopyWrite goes to town on the issue of blogs and corporate trust.

Fibre optic cable to pave way for corporate blogging – Business Daily Africa
“Borrowing from the West, far-sighted private sector CEOs and government leaders are gradually turning to corporate blogs to connect with their constituencies, further strengthening an emerging culture of openness.” the corporate blogging revolution is making strides into the developing world.

Company Blogs: Most Valued Social Media Tool | WebProNews
When considering different social media tools, blogging generates most leads. 31% of respondents (by far the highest percentage) said they find corporate blogs critical to their business.

Setting Strategy, Goals and Targets for your Corporate Blog
Goals for your blog: mission, vision and objectives. Do we sometimes forget about these?

Fanboy.com ” Blog Archive ” Social Media “Experts” are the Cancer of Twitter (and Must Be Stopped)
A contrary opinion on those providing info and building networks on Twitter. The service is so open it really can be used for anything. I’m sure this debate is going to keep on running.

TwtQpon Helps Retailers Push Coupons Across Twitter
This service helped Dell make a $1 million over the holiday season. I’m sure we’ll see more in this line of innovation: companies using Twitter to communicate direct marketing messages. Obviously measurement of the results of this approach is also key.

Twitturly – cagedether’s Twitter Linking History
See which sites you’ve linked to and how viral these are ie. total tweets for each link.

181 Free Twitter Buttons, Badges, Widget and Counters to Help You Find Followers
If you link a corporate blog to Twitter, why not let your users know? This is a great collection of some of the best buttons and badges out there. This is my fave.

Twitter improves service and base; next steps, revenue
SFGate in San Francisco covers the rise of Twitter as a serious communications tool and the moves over the next few months to turn it into a profitable enterprise.

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Earning back trust | Corporate blogging news digest

This week, there continues a flurry of posts offering advice in the wake of Forrester’s report on the lack of trust in corporate blogging. The rub here is how to maintain transparency and fair-mindedness on a blog that on one level is a corporate communications tool.

Meanwhile, a web communications researcher within Daimler, the German car maker, has been looking at whether blogs follow the Gartner Hype Cycle. Early indications suggest a correlation. Is this what you see on your corporate blogs?

News highlights

IBM Social Computing Guidelines
IBM takes Web 2.0 transparency seriously: they even publish the social media guidelines all employees of IBM are asked to adhere to. A great template if you manage social media or corporate blogs

Magpie – advertising on Twitter feeds. Is this a good thing?
Would you let ads be ‘occasionally’ inserted into your feed? Seems to me like this conflicts with Twitter etiquette, but monetization models around Twitter are only going to increase.

Top 25 Ways to Tell if Your Social Media Expert Is a Carpetbagger
Social media experts are springing up everywhere, but how can you weed out the fakes? Here are some pointers, although I’m not convinced on all of these, especially the points around blogging. Eg. personal blog posting frequency.

Corporate Blogging is not the same as Blogging
Short post that raises one important question: ‘Do you blog to inform or to express [yourself]’? My question: can you do both?

Is a CEO blog is right for your company?
Business Blog Advice discusses the thorny subject of whether or not it makes sense to let your CEO pen a blog.

Blogging obstacles: views from a seasoned IBM blogger
If you feel the blogging devil on your back, or suffer from blog writer’s block, Aaron Kim has a few words of advice for you. Don’t treat a blog post like a magazine article, but rather like reading and writing emails. Dip in and dip out, but just keep on posting.

Blogging strategy – pick experts and use social media for distribution
Pivotal Branding offer a few words of advice on maintaining a corporate blog. “If you have a blog and its not generating the interest you are expecting, try tweaking your approach. If you can make your content more personal and accountable, you could turn that extra web page into a community of loyal customers.”

Corporate blogging follows Gartner Hype Cycle: Daimler research
According to a PhD student researcher, the Daimler blogs follow the Gartner Hype Cycle when measured against Technorati authority. It would be good to see some more research around this before jumping to any conclusions.

Top Five Rules for Creating a Successful Video Blog for Business: MarketingProfs
As more and more companies are producing multimedia, a blog can be a great outlet for some of this content, particularly video. Brent Altomare of video production firm Groovy Like a Movie offers his top tips for producing content. Remember to be yourself!

How Obama Will Use Web Technology
There’s a lot we can learn in the corporate world from the use of social media in Obama’s presidential campaign. This looks set to continue into the presidency, including the ‘fireside’ chats on YouTube.

Writing tips from writing coach Joanna Young
Looking to perfect your P’s and Q’s? Keep up with Joanna Young’s tips on bold writing. (I’m sure she’d have a thing or two to say about my mushy prose).

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Beware what you say online | Corporate blogging news digest

A cautionary tale stuck out this week – one that warned against posting negative comments on social networks that even tangentially relate to your job.  James Andrews, a VP at a PR agency visited a client in Memphis and posted a derogatory Tweet about the town. The client found out and all hell broke lose.

As new technologies continue to redefine the role of corporate communications, PR specialists may find themselves becoming important educators for others around the organization. Whether it be conversing on corporate blogs, Twitter, LinkedIn, Facebook or any one of the growing legion of social networks, employees can have a significant effect on the value of the brand they represent and need to understand how to ensure their communication is beneficial.

Twitter is growing in prominence this year, and we’re seeing more and more advice on how to make the most of this medium.

News highlights

To what degree has traditional media embraced blogging?
Looking primarily at sports journalism, Benkoo offers a potted history of blogging and the wary eye traditional media has cast on this new upstart medium. Seems odd looking back on this now given the great many journalist blogs that exist out there.

Corporate blogs: can you spot the difference between personal posts and corporate posts
As more and more companies start using their blogs for official communications, it can be difficult to spot which posts are the official company line, and which are personal opinions of employees. At some point large corporate blog networks may be forced to take the same segmented approach used in the newspaper business: separating opinion from ‘hard news’. The difference here may be that the opinion takes the prime spot.

Top Delicious articles on blogging and online writing
He Blogs, She Blogs compiles a list of their top bookmarks, including tips on gaining RSS subscriptions and this excellent lighthearted look at writing for Twitter.

Beware of the false sense of obscurity: posting on social media sites
Scout Blogging picks up on a negative client-related tweet from a PR agency VP and offers caution about posting negative comments on social networks: you never know who is listening.

The 3 Stages of Twitter Acceptance
A short post, but in my humble experience this is right on. At first you really can’t see the point, but once you go full circle and get sucked in, that’s it.

IBM on Twitter: build relationships and share knowledge in and outside the enterprise
Interesting take on a Twitter corporate strategy:
“While the company never embarked on an official Twitter strategy, the result is consistent with IBM’s long term strategy for social media: to take a smaller centralized corporate presence in lieu of enabling all employees to engage on their own as part of their jobs in the platforms of their choice.”

Pushing out blog posts across social media – the Duct Tape Marketing approach
If you run a corporate blog, there are some great examples here of how you can automatically distribute your content across different networks (Twitter, Facebook, Delicious, Stumble). I should point out that to compile this weekly digest, I use the Delicious bookmarking tool. The Delicious feed is picked up by Friendfeed, which drops all the content into Twitter. It sounds more complicated than it is, and now it is set up, it’s a real time-saver.

See the effect of your corporate blogging/social media efforts
Spy aggregates content from a number of social media sources into one ever-growing stream. But beware, if you pick the right topic, the constantly updating stream can be riveting.

Need to redesign your blog? Check out these tips from ProBlogger
Using the digital Photography School site as an example, ProBlogger go through the stages involved in redesigning the site, including 7-10 days of WordPress development (which seems a little on the high side).

Corporate blogging and the Gartner Hype Cycle
Webworx Factory cites that according to the Gartner Hype Cycle, corporate blogging was in the trough of disillusionment during 2008. Slope of enlightenment is the next step. Will we see this in 2009?

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Social networking budgets on the increase | Corporate blogging news digest

This week I want to highlight a report from eMarketer that reports small businesses intending to spend 25% more on social networking in 2009 than they did in 2008.

Perhaps more of this segment’s audience now uses these tools (another report this week states 35% of adults are members of a social network). Perhaps small businesses now understand more about this area. Either way, a glimmer of hope in the currently gloomy economic environment.

News highlights

HP’s Tac Anderson talks about social media tactics including corporate blogging
Some good tips from HPs social media evangelist, such as think about your target audience and build content appropriately.
“If your customers are CXO’s (CEO, CIO, CFO, CMO) then the reason you have a blog is because the two most influential factors to a CXO’s decision making process are the Two G’s: Google and Gartner. Google is speaking to the importance of all search and Gartner is speaking to the importance that analysts play. Blogs are great for reaching both. There’s no lower bang for your buck tactic to reach the two G’s than having a high quality blog.”

Google uses corporate blogs to announce cutbacks
The medium is the messsage here, rather than the story. Google has for some time been using its blogs to release information about the company that would normally have come from a press release. Will more companies start doing following suit?

Tools for monitoring blogs and other sites: Social Media Explorer
SEO Toolbar for Firefox gives you a good indication of how a blog (or any website) is ranked by Google in particular and the web in general. Go ahead, check yourself out.

Most influential advertising, marketing and media blogs – Advertising Age
The Power 150 list of the top blogs. You’ll find some choice reading on these sites. Trend data on the blogs also available here.

Adult participation in social networks now at 35 percent
This number has raised more than 300% over the last 3 years, according to research by Pew Research.

Corporate blogging: think about presentation as well as content
Design being such a subjective thing, I’m not sure I agree with all the changes recommended in this blog makeover, however there are some good points such as including a photo to make the blog more personable and organizing posts by categories.

HP study shows humans will pursue status over wealth
A report by social computing scientists at HP labs looks into what degree we will go to to obtain social status. Their findings? We will go as far as to give up monetary rewards, if we think we can gain status. Is this what powers participation in social networks?

GSK and Centocor Abandon Their Pioneering Corporate Drug Blogs
Citing the fact that these were personality-led blogs where the personalities concerned left the company, GSK has stopped updating its AlliConnect blog and the Johnson & Johnson-owned Centocor has let its CNTO411 blog wane. Both companies continue blogging in other parts of the organization.

Tips on blogging content from Your PR Guy
Focus on the stories that are most useful to your client base: success stories, problem solution stories and testimonials. These tips are aimed primarily at small businesses but should be considered by any corporate bloggers.

Social networking budgets on the increase according to eMarketer
Small businesses are expecting to spend more on social networking than on any other form of digital marketing over the coming year. Significantly, most of this group does not blog and apparently isn’t about to start.

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Don’t stare at your stats: build blog traffic instead

Problogger runs a great post on what you can do with the spare time you can gain from not obsessing over your blog stats. So, rather than looking at who’s coming to your blog and what they do when they get there, concentrate more on getting more (and better) traffic to your site.

There are some real gems in this post such as:

readers really don’t “care how much you know until they know how much you care.”

and on top of that a great call for benevolence: why not spend some time helping new bloggers. Your reward will come. I’d suggest this all points towards one overarching principle which seems to underpin successful blogging: think of your writing more as community service rather than self-promotion.

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