Posts tagged corporate blogging

Web 2.0 basics and transition

After a few articles about communication campaigns around teaching jobs, I come back here with one of the theme I have been blogging quite a lot in the beginning of the year : corporate blogging and podcasting.

  • corp_blog_guideHere is a very comprehensive document giving the basics about corporate blogging and this will definitely be very useful to start blogging in organizations … like mine ;-)
  • You could also add the following step by step guide about podcasting which will give you a good view of podcast production (plan, produce, publish, promote your podcast).

Then, generally about web 2.0, on ReadWriteWeb Bernard Lunn wrote an interesting article called « mapping the current web transition » which puts the current evolution of the Internet in a historical perspective. It seems we are now deeply merged into web 2.5… a transition between « old » web 2.0 and web 3.0…

Take time to read this article’s comments… they are real adds-on to the reflection about web 3.0 … 4.0…. and more…

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Useful resources to start blogging


Before I keep on writing about ways to implement a corporate blog in an organization, I would like to stop to thank a good friend of mine who collected very useful information about this theme. I can only recommend that you take time to go through Stephanie Booth‘s different blogs and especially the following pages covering what I’ve tried to write on in my last posts. Those pages are full of links and meaningful examples :

Besides, I strongly recommend to read through the following articles to complete Stephanie’s posts :

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Blogging to change

Exploring the relevance of corporate blogging in (big) organizations, I found a few articles linking John P. Kotter’s great book « leading change » and the use of blogs to support change.

As John Kotter writes « Managers under-communicate, and often not by a small amount. Or they inadvertently send inconsistent messages. » Moreover, one of the eight step to succeed in leading change is the following :

Communicate the visionleading-change

  • Use every possible means to communicate the new vision and strategies
  • Teach new behaviors using the example of the guiding coalition team

Even if « teaching new behaviors » in not really in the two-way conversation mode, sharing the vision and strategies can definitely be done efficiently by using corporate blogs.

Coca Cola in 2006, in which blogging is used to support organization change and to promote its vision and mission through dialogue with its employees, is often given as an example, but I’m interested in discussing with anyone who experienced blogging in his working environment. Indeed, I’m trying to promote such a tool in the public administration I’m working in :-)…

Well, we’ve done already a bit of the road to collaboration with the setting up of a wiki (not totally open… I’m afraid… but that’s a start !) and I’m looking forward to seeing other moves toward the use of blogs… Maybe before the next century !

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Blogging opportunities in time of crisis

Following my last post about 2008 Forrester Research survey and how corporate blogs are not trusted to get information on the web, I’ve been reading marketers’ ideas of how blogging can help manage corporate image without too much investment in time of financial stress.compendium

On his blog, Chris Baggott (CEO of Compendium Blogware) explains how communicators can make the best of blogging in 2009… Here are some choice cuts :

this is why there is so much momentum for investment in a Corporate Blogging Strategy.   Both B2B as well as Retail Marketers are learning that it’s content that drives search results and prospect engagement.   Whoever has more content thats both recent and frequently updated wins.

Blocking and Tackling simply means empowering your employees to talk about what they are doing…the products, the customers, the service….as Cramer said:  « You talk about your day ».

It [Business blogging]’s highly efficient because the blog content is frequent and free.   The ROI is easily measurable when compared to pay per click or any of your other traffic generating strategies.

hire_journalistsChris Baggott cannot be completly wrong… and if we look at new media next hiring opportunities, according to Jim Turner‘s last post (Bloggers for Hire), journalists (or any good blog writer in my opinion) may be the first beneficiaries of that trend serving as excellent bloggers for corporations in the very near future…

Blogging’s not dead… it may even be much alive and full of potential ;-)

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A matter of trust

According to a 2008 Forrester Research Inc. survey, people don’t trust corporate blogs to get trustworthy information.

The « people I know » or « friends’ friends » network is perceived as being able to deliver quality (credible) news about an organization in the contrary of a business blog.

To change that perception of a PR-written or ghost-written blog  for only marketing purpose, here are a few advices to manage a corporate blog :

  • First, as Dave Kellogg (CEO of Mark Logic Corporation) puts it : go real or go home ! There is not point in pretending blogging if no creativity and a certain degree of freedom of expression is allowed…
  • Then, Josh Catone adds that if you want a real conversation and comments on your blog, don’t just republish press releases, already public news, or strictly business topics related to core product line. I experience it every day in my organization… you rarely find interesting stuff on the internal channel of communication but press releases or administrative (boring) information. This way you won’t find your audience…
  • Josh Catone also specifies that a corporate blog should target customers’ needs (or employees’ needs in the case of an internal blog) and not just the management’s concerns. Besides, corporate blogging should also be part of the corporate culture and everyone should be encouraged to blog in the organization. The type of content which is then published can be a good (and true) reflection of the company’s life and values… and as such, generate a real conversation with its stakeholders.

>> Josh Catone’s 15 Companies That Really Get Corporate Blogging

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Internal blog success

As a follow-up of my previous post about measuring benefits of corporate blogging for an organization, here is a presentation by Giacomo Manson and Pier Luca Santoro (Italian consultants – slideshare presentation in Italian for those of you who feel comfortable enough with Dante’s language) which tries to identify and measure benefits of internal blogs.

Among criteria which are used to measure the internal blog success, we find obvious facts and less obvious one :

  • Page visits
  • Number of meetings not held because of internal blog efficiency in conveying the right information
  • Measuring staff knowledge about updated corporate information
  • Creation of workgroup pages to spread specific communication
  • Number of project achieved
  • Feedback on employees satisfaction (through comments)
  • Decrease in internal phone conversations and sent e-mails
  • Degree of employees’ involvment in corporate daily life
  • Efficiency and speed of exchanging information inside the organization

This very valuable presentation is quite comprehensive in my opinion in the way it lists costs and benefits of an internal corporate blog. Moreover, by giving tools to measure the efficiency of such a communication channel, it helps communicators promote blogging as a real part of business life… not just a geek’s addiction.

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Corporate blogging ROI

While working on a paper about corporate blogging, I will post a few article next weeks about corporate blogging trends for the coming months. That’s also a personal concern as I work in the public administration where blogging and external or internal two way communication is definitely not a standard :-)cio_today

Today’s article was found on CIO Today website and is dealing with Corporate blogging in a Chief Information Officer’s perspective.

One important concern for an organization willing to set up a corporate blog is to see where the benefits are. In this article, the author questions issues like productivity of employees reading and posting on the blog, visibility of the organization through such media and potential problems of adjusting a blog to the general communication concept.

I found this quite relevant to start asking the right questions about corporate blogging… and I will go and meet my boss right away :-)

Further readings :

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