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.]
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.