Wednesday, November 15, 2006

On Corporate Blogging

Following on the tail of my previous entry, Social Media in a Highly Regulated Environment, I'd like to share Peter Delegge's 15 Rules for Corporate Blog s, as written on Marketing Today.

If you'd like the full details for each line item, take a look at Peter's blog.

Don’t treat corporate blogs like another corporate communications or marketing communications device, it’s significantly different.
Don’t blog without a solid, compelling case and proper resources.
Have solid executive backing before you blog.
Choose your bloggers carefully.
Authenticity is critical.
Thoroughly train your bloggers and require an internal blogging test period before a blogger is “certified.”
Assign a blog approver for each blog who has some degree of subject matter expertise, knowledge of company policies and public relations.
Don’t hide from the tough stuff. Be willing to admit mistakes.
Create a blog crisis communications plan.
Moderate blog comments.
Make your blog part of a communications plan – not the whole of it.
Monitor your corporate blogs.
Determine measures of effectiveness up front.
Consider that the blogosphere expects your blogs to be a marketing and PR mouthpiece. Always keep this in mind and prove them wrong.
Manage your brand online: monitor what people are saying about your brand online. [Jaffe Juice has a good summary of what to monitor - ed.]

And here I'll add the following:

16. If you're going to start a corporate blog, be ready to stick it out - stay in it for the long haul and be patient in waiting for results.

If you'd like to add something that hasn't been covered above, I'd appreciate the input.

Labels: b2b, blogs, rules

Posted by Scott Monty at 9:25 AM

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Comments:

At 11/15/2006 5:11 PM, maggiefox said...: Make sure you have something to SAY and create compelling content.

That might even be #1.
At 12/15/2006 10:57 AM, Easton Ellsworth said...: Awesome list. Sums up so much of what I believe about corporate blogging. Way to go!

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About Scott

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The best way to describe Scott is "Renaissance Man." Friends and colleagues that know Scott from one facet of his life are very frequently surprised to learn of his interests and talents in other areas.

Scott is a marketing and communications professional focused on the digital industry — specifically on social media. His career spans a number of industries such as healthcare, pharma, biotech, travel, automotive, tech, and communications, and includes a wide range of clients, from start-ups to Fortune 500 companies.

Currently on the staff of corporate communications in Ford Motor Company, Scott heads up the social media function and holds the title Global Digital & Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications and more, as social media is being integrated into many facets of Ford business.

Prior to joining Ford, Scott served as Consigliere for crayon and spent a number of years with PJA Advertising + Marketing, a boutique BtoB agency specializing in health sciences & high tech.

In addition to his consulting and agency background, Scott is an active blogger and podcaster. He writes about the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog, a literary undertaking. Scott has been featured in numerous news and business publications, on a variety of podcasts, and on national television. Scott is a recognized thought leader in the social media industry and frequently speaks at industry events.

Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and has a hidden talent for voice over work.

Oh, and one last little-known fact: Scott coined the term "tweetup."

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Books in which Scott's work is featured:
The New Rules of Marketing & PR
Twitterville
Six Pixels of Separation
Monkeys with Typewriters
Read This First
World Wide Rave
Get Seen

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Some previous engagements include:

BlogWell - How Big Companies Use Social Media - Minneapolis - August 13

Who is Scott Monty?

Hi, I'm Scott. I'm the head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on social media - the convergence of marketing, advertising and PR on the Web - for marketers, agencies, the enterprise and the individual. This blog contains my personal views.