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March 15, 2006
Business Blogging Summary
The Kansas City Star has published a good summary on business blogging. One highlight is a checklist on what to consider before starting a corporate blog:
■ What do you want to accomplish? Don’t start a blog just because it’s trendy. Are you looking to get reactions from customers? Vespa, the scooter company, found a couple of active Vespa bloggers and gave them space on the company Web site. Is it a marketing blog, designed to build your brand? A small plumbing company might drive business with a blog that includes plumbing tips.
■ A decision to begin blogging should come from the top, with commitment from the CEO on down.
■ Find a champion inside, an evangelist to talk up the blog inside the company and to make sure the blog doesn’t fall by the wayside.
■ Develop policies for company bloggers. These may be similar to the company’s existing ethics policy, with some additions for the new medium.
■ Integrate your blog into everything the company does. Include information about your blog on your printed materials, your Web site, customer bills.
■ Make your blog interactive. Those who make comments on the blog will be more engaged in the process if they know you’re reading and responding.
■ Network. Visit other blogs that talk about your business or industry. Comment. Link to those blogs, and to prominent customer blogs.
Source: John Jantsch, Steve Rubel
Posted by kpoor at March 15, 2006 08:01 AM
