Just about every Internet user has read or does read a blog on a regular basis (you’re reading this one). Do we really need proof of the value of a blog? Did you need to prove the value of the phone in your office before the company let you use one?
It's neither sad nor unfortunate, bloging is a new technology and everyone should be given the time to figure it out. Corporate bloging should not be doen half-assed based on guess work. And, whenever possible, draw upon the learnings and case studies of others.
Shel Holtz has highlighted an employee blog case study from Northwestern Mutual and their successful deployment of internal blogs at the large financial services firm:
"While the bloging initiative was designed to improve the culture of openness and honesty, the biggest benefits were seen in project and team management. About 70% of the active blogs at Northwestern Mutual focus on project management.
Nobody doubts that the blogging and RSS effort has produced business value but, not surprisingly, it isn’t easy to measure. Still, there is strong evidence that communication has improved and team and individual productivity have increased. Contrary to the concerns expressed by some that employee blogging will drain productivity, Northwestern Mutual’s experiment has shown that it helps address information overload."
I still maintain that before any company undertakes corporate blogs, they better have a solid and well-executed communications plan that includes a well-defined and planned intranet. Until your communications and intranet are up to par, the potential value and success of any employee or executive blog will be undermined.
Read Shel’s full case study summation: An insurance company benefits from employee intranet blogs.
WHAT TO KNOW ABOUT SETTING UP AN EMPLOYEE OR CORPORATE BLOG:
Case study: PNM Resources CEO blog
IBM leads corporate blogging pack
Study: Intranet blogging on the rise
McDonald’s beefs-up intranet blogs
Top 7 Tips To Write an Effective Business Blog
