One of
the biggest questions I’m confronted by attendees at the conferences I speak
at, as was the case at jboye08 in
Bill Ives is a blogging
expert, has been walking-the-walk for years, and is paid to
blog. He
offers a number of suggestions
for starting corporate blogging:
Phase One: Setting up the Blog and Getting it Ready for
Prime Time. Before you start to promote the blog you will want to get it in decent shape.
Here is what needs to be done.
Ensure the Blogging Strategy is Aligned with Business
Strategy. Review the business objectives of the blog and how they fit within
your firm’s overall marketing and business strategies.
1. Decide on a descriptive name for the blog and write a
two sentence description to go along with this name.
2. Pick the content coverage of the blog and consider the
types of posts you will write. This can be enhanced and modified as you
continue.
3. Write the “about this blog section” which covers your
objectives, content coverage and any relevant policy issues.
4. Decide and name the major categories of content, or
themes, that will be covered in the blog. Make sure they align with your key
words and all the significant key words are covered. You can add more later.
5. Pick the original bloggers. Match expertise with
selected themes. This group can be extended later.
In fact,
Bill has developed an entire action plan that is well worth reading: Sample
Action Plan for Business Blogging.
For
engaging senior executives and management to play a role, I recommend a
business case that demonstrates the employees’ need for more direction
communications from the top, and highlights winning case study examples from
others…
KEEP
READING:
Bill
Ives’ Blogging Consulting Services
Case
study: PNM Resources CEO blog
IBM
leads corporate blogging pack