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Corporate Blogging 101: What to consider before you blog

By: Marijean Jaggers | 09/09/2008

Just as an organization's leaders would meet before a big sales pitch, presentation or speaking opportunity, discussion needs to occur internally before any organization dives headfirst into the blogosphere. This responsible approach is strategic, reduces risk and creates clarity around the project.

Phase I: Making the Key Decisions
Your internal team should meet to discuss your corporate blog, before the infrastructure or site is launched.

Questions to consider:

1. What do you want to achieve? (Communication goals and business goals)


2. Who do you want to attract? Consider and research communities; list them.


3. Who is writing about you online? What are they saying? Create a list.


4. Will there be a single writer or will it be a collaborative effort?


5. Will you allow and encourage guest bloggers?


6. How often will you post?


7. Will you use photos or audio and video (advanced)?


8. Who will maintain the blog?


9. Will writers need to have content reviewed prior to posting? (How will you handle inappropriate content?)


10. Would you like to allow comments? (Recommended)


11. What will you call your blog?


12. How will it carry your brand? (What look and feel do you want to create?)


13. How will it be connected to your organization's Web site?


14. Will you monetize your blog by adding ads from GoogleAds or another online ad network?

Phase II: Action Items or, The Before You Blog Must-Do List

1. Read a bunch of blogs before you start – use an RSS reader such as Bloglines or Google Reader


2. Leave comments on other blogs in your industry or on those of personal interest (continue to do this as your blog builds readership, as this practice will drive traffic to your blog)


3. Create a blog name and register the corresponding URL. Careful consideration needed here -- the name of your blog will lead to search engine results


4. Install blogging software such as Blogger or WordPress


5. Use plugins such as Askimet to reduce comment spam


6. Use Feedburner to create RSS feeds and offer an e-mail subscription option to readers


7. Install metrics on your site, either StatCounter or Google Analytics (or both) to gauge the success of your blog


8. Create a schedule, complete with articles and posts you can highlight/link to.


9. Choose a template or have a branded template created


10. Create and update your blogroll (what you read/blogs you reference often)


11. Establish blogging guidelines. We recommend IBM's blogging guidelines as a roadmap


12. Discuss and determine a comment policy. We recommend The Family Room Policy (the same policy that Standing Partnership's blog uses): Robert Scoble said, “I'm instituting a ‘family room' rule here. If I don't like it, it gets deleted and deleted without warning — just the same as if you said something abusive in my family room I'd kick you out of my house.”


13. Discuss and decide how you will handle negative comments

Above all, recognize that blogging takes time. Decide how much you're willing to devote personally and on behalf of your employees.

Posted in Social Media, Digital Communications, Corporate Blogging: 101