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  • To Blog or Not To Blog: Toolbox Online Communication October 16th 2007

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    This document discusses the growing use of corporate blogs and reasons for companies to take blogging seriously. Some key points include: - Over 50% of UK companies are now involved in blogging and 64% of corporate blogs were launched in the last 6 months. - Blogs allow companies to give employees a voice, encourage dialogue, and break down barriers. They can also help companies engage in online discussions and take part in building their brand. - There are different types of corporate blogs including external blogs for sales, relationships and branding, and internal blogs for knowledge sharing, collaboration and culture. - Success of a corporate blog can be measured through engagement metrics like comments but blogs need to avoid issues like lack of transparency

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    ToBlogOrNotToBlog16oct07en

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    This document discusses the growing use of corporate blogs and reasons for companies to take blogging seriously. Some key points include: - Over 50% of UK companies are now involved in blogging and 64% of corporate blogs were launched in the last 6 months. - Blogs allow companies to give employees a voice, encourage dialogue, and break down barriers. They can also help companies engage in online discussions and take part in building their brand. - There are different types of corporate blogs including external blogs for sales, relationships and branding, and internal blogs for knowledge sharing, collaboration and culture. - Success of a corporate blog can be measured through engagement metrics like comments but blogs need to avoid issues like lack of transparency

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    22 views13 pages

    To Blog or Not To Blog: Toolbox Online Communication October 16th 2007

    Uploaded by

    bigblueozo
    This document discusses the growing use of corporate blogs and reasons for companies to take blogging seriously. Some key points include: - Over 50% of UK companies are now involved in blogging and 64% of corporate blogs were launched in the last 6 months. - Blogs allow companies to give employees a voice, encourage dialogue, and break down barriers. They can also help companies engage in online discussions and take part in building their brand. - There are different types of corporate blogs including external blogs for sales, relationships and branding, and internal blogs for knowledge sharing, collaboration and culture. - Success of a corporate blog can be measured through engagement metrics like comments but blogs need to avoid issues like lack of transparency

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 13

    To blog

    or
    not to blog

    Toolbox Online Communication


    October 16th 2007

    Image - http://www.flickr.com/photos/goya/200448256/
    Why take blogs
    seriously?

    • 8% of the Fortune 500


    companies had external blogs
    (May 2006)1

    • 34% of the large companies


    had blogs and 35% more
    planned to launch blogs by
    the end of 2006 (June 2006)2

    • 276 CEO from more than 25


    countries have blogs3
    Image - http://www.flickr.com/photos/tednmiki/4393452/
    1 - http://www.eu.socialtext.net/bizblogs/index.cgi
    2 - http://www.jupiterresearch.com/bin/item.pl/press:press_release/2006/id=06.06.26-corporate_weblogs.html
    (JupiterResearch)
    3 - http://www.thenewpr.com/wiki/pmwiki.php?pagename=Resources.CEOBlogsList
    Corporate blogs in
    the UK
    August 2007, UK1

    • 50% of the companies: involved in


    blogging

    • 64% of the corporate blogs: launched in


    the last 6 months

    • 66% of the managers visited blogs in the


    last 12 months

    • 31% of the companies: their blog


    generated ‘significant’ business
    opportunities

    Image - http://www.flickr.com/photos/tednmiki/4393452/
    1 - http://www.nevillehobson.com/2007/09/14/blogs-drive-business-opportunities-uk-
    survey/ (LoudHouse)
    What can I do with a blog?

    http://www.nevillehobson.com/2007/09/14/blogs-drive-business-opportunities-uk-survey/ (LoudHouse)
    What can I do
    with a blog?
    • Give employees ‘voice’,
    empower them

    • Encourage dialogue (online,


    o!ine) among employees

    • Break through the physical and


    hierarchical barriers

    • Accountability – authors assume


    expressed opinions

    • It’s personal – covers various


    topics

    • Allows for speech structuring


    through the exercise of writing
    Image - - http://www.flickr.com/photos/myjavamania/517976063/
    What can I do
    with a blog?
    • The company takes part in
    the online discussion about
    its services/ products

    • The company opens up and


    becomes human

    • The company can discover


    its informal opinion leaders

    • The company ensures that


    it has a position about
    blogging and potential
    topics

    Image - http://www.flickr.com/photos/myjavamania/517976063/
    6 types of
    corporate blogs1

    External
    • Sales
    • Relationships
    • Branding

    Internal
    • Knowledge
    • Collaboration
    • Culture

    Image - http://www.flickr.com/photos/di-de/9403144/
    1 - http://www.enterpriseblogs.info/corporate-blogging (Enterprise Blogs)
    External blogs
    Pro
    • The company gets visibility and public
    aknowledgment.

    • The employees get their voices heard


    in the blogosphere and engage in new
    relationships outside the company.

    Against
    • Employees who don’t comply with
    company’s blogging policy can harm
    the company and, thus, endanger
    their jobs.

    • Di"cult/ impossible to monitor.

    Image - http://www.flickr.com/photos/maxvalue/121171393/
    Internal blogs
    Pro
    • Inside the company, like an intranet.
    Can cover sensitive topics from
    employees’ daily lives.

    • Easier to monitor.

    Against
    • Employees can’t use external links/
    resources, which burdens
    communication.

    • Employees can’t send links of their


    posts outside the company.

    Image - http://www.flickr.com/photos/sherrydigitalphotos/1087082371/
    Who writes
    the corporate
    blog?
    • The CEO

    • Another manager

    • A team

    • Various employees

    • Any and many from those


    above

    Image - http://www.flickr.com/photos/jorge_orozco/1279959396/
    How to measure the success of a blog?

    http://blogs.forrester.com/charleneli/2007/01/new_roi_of_blog.html (Forrester)
    Beware of…
    • Lacking transparency

    • Lacking periodicity, actuality

    • Lacking dialogue

    • Monotony (Boeing vs. Wipro)

    • Falsity (Wal Mart)

    • Ignoring the online discussion


    (Kryptonite)
    Image - http://www.flickr.com/photos/bezitted/532161582/
    Thank you

    mirona@catchingstories.com
    www.catchingstories.com

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