Saylor URL: http://www.saylor.org/books Saylor.org
- Building relationships with other bloggers in the community
- Commenting on other blogs
For corporate blogs, it is important to outline a strategy and establish guidelines before starting the blog,
especially as there will most likely be a number of contributors. Transparency and honesty are important,
but companies also need to be aware of sensitive information being blogged. If there are “no go” areas,
they need to be clearly defined to the parties involved. While certain topics can be restricted, ultimately
the bloggers should be granted the freedom to express both negative and positive points of view about the
approved topics.
Positive claims are more believable if the blogger is able to express negative views as well. For example,
Robert Scoble in his popular bloghttp://www.scobleizer.com admitted that the Firefox browser was better
than Microsoft’s Internet Explorer. Robert Scoble was an employee of Microsoft at the time. This honesty
gave him a credible voice, and so his positive views on Microsoft are respected by the community.
Corporate blog content should be:
- Industry relevant
- Appealing to your target market
- Transparent and honest
- Personal and entertaining
- Related to what’s going on in the blogosphere
- Posted regularly
Promoting Blogs
While Technorati may be tracking 112.8 million blogs, it doesn’t mean that all of these blogs will still be
active by the end of the year—in fact, only 55 percent of blogs make it past the first three
months. [2] Longevity rests in the hands of the blogger, but here are some tips to raise the profile of a blog: