In a previous post, I shared some tips for making your corporate blog thrive with a promise to divulge 12 more tips for successful blogging. Well, here goes:
If you are considering launching a corporate blog, first:
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Add listening to your to-do list (understand the conversation before jumping in)
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Do a sanity check on content (can you produce content outside of marketing collateral)
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Align behind the effort internally (you will need internal support to be successful)
Many companies considering launching a corporate blog have probably asked the question, “What is the worst that could happen?”
The reality is social media and blogging opens the door for customer feedback and opinions (both positive and negative). As a company, you need to identify and prepare your responses before diving in. Keep in mind that the most vocal customers are the ones who care enough to tell you how you’re doing.Here is some advice for organizations considering social media and a corporate blog:
- Hire great people and get out of their way (give permission to represent the company)
- Learn to celebrate the right things (the launch is just the beginning)
- Read that press release as a reporter would (content first)
- Join a conversation already happening and contribute
- Think humans first, technology second
- Be prepared to address questions, in some cases fast (this is crucial in online time)
- Give customers options to receive information how they want it (RSS, widgets = pull)
- Provide customers a way to vote on your upcoming promotion
- Get to know your customers
- Start with beliefs (living and breathing reasons why)
- Tell stories that transmit your beliefs
- Surprise customers (in a good way), show appreciation
Empower the community you’ve created. If you are asking questions and receiving feedback from your readers, be sure to moderate and post user comments and your responses.
As a corporate blogger, avoid:
- Getting defensive
- Being negative
- Posting spam
Community is a balancing act and is uncharted territory. The challenge is finding the delicate balance between company and community. The bottom line is blogging is about creating a personal connection with the community.
If you have any questions, please send me a comment.
