In David Wyld’s (management professor at Southern Louisiana University) blog “Marketing 2.0: a primer on blogging for executives,” he highlights the growing trend of blogging and explains how the ever-expanding blogosphere can be a successful communications tool for business executives. Though corporate blogs can serve as an effective means of communication for from management to employees and consumers alike, there are of course risks involved upon implementation. Employees from reputable companies like Wells Fargo and Google have been let go because of the over-sharing of corporate information they published on their blog. Several “best blogging practices” articles advise companies to have a clear set of employee blogging guidelines in place to safeguard against this issue.
In social media blog Mashable.com’s article, “10 Tips for Corporate Blogging,” creators of corporate blogs are advised to choose an appropriate design theme, avoid blatant marketing, welcome criticism/commentary, humanize the company, and incorporate social media, among other things. Several corporate blogs serve simply as an extension of marketing practices. If a corporate blog only pushes the product and is filled with blatant advertising, chances are many readers will have little incentive to return back.
Offering the opportunity for readers to provide feedback directly and the incorporation of social media onto the corporate blog were two points in the article that reappeared in another Mashable.com article entitled “15 Excellent Corporate Blogs.” BBC News’ blog “The Editors” allows readers to chime in and offer their opinion on BBC News coverage, while eBay Ink’s blog incorporates social media by featuring a live company Twitter feed along the right side of the page.
As both of these articles explain, only the corporate blogs that effectively incorporate audience feedback, humanize the company, and stay professional yet personable, are the ones that will succeed in the ever-changing blogosphere.
By: Claudia Pitarque