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The Fellows and

members of the

Society’s Best

Practices

Committee share

their thoughts

and advice on

the keys to

success in the

world of corporate

blogging.

FOR MOREINFORMATION &

ADVICE,CONTACT US!

SNCR2625 Middlefield Rd.,

#662Palo Alto, CA 94306

PHONE:(650) 331-0083

FAX:(650) 618-1468

E-MAIL:info@sncr.org 

ON THE WEB!www.sncr.org

From John Cass

Author, Strategies and Tools for CorporateBlogging 

Commenting: Corporate blogging is not justabout the content on your site, it’s also aboutparticipating in conversations on other blogs.Respond to comments on your blog, and alsocomment on other blogs. These conversationscan be just as important as buildingrelationships with people on your own site and

establishing your reputation in your community.

Tracking Conversations: Trackingconversations on other blogs is one of the mostdifficult aspects of blogging. Fortunately thereare now technologies that enable you to track

conversations. These include coComment,del.icio.us, Co.mments and Commenful.

Personalization: Personalization is important inwriting a blog, as blogs provide employees thechance to break down some of the barriers thatexist between customers and companies. Theinformal style of writing that is possible in a blog

can help reach customers who would not payattention to a company’s statements otherwise.

From Josh HallettSocial Media Consultant, Hyku

Read/Research: Before you start to blog, spendtime reading other blogs. Research blogs in

your area of interest to learn more about thecontent and culture (both of these are equallyimportant).

Trial Blog Writing: If you plan to launch a blogsoon, start writing now in the background (sortof a blog-in-training). This will get you in the

habit of writing posts on a frequent basis andallow you to develop your voice/theme before

you go live. If you can't keep up with postingnow, how will things change once you launchyour real blog?

Corporate Blogging Best PracticesOwn Your Content's Future: Make sure you o

the domain name and future development pathyour blog. Too many organizations start with afree or low-cost service and don't own their domain name, i.e , corporateblog.typepad.comSpend the little bit of time and money it takes tocontrol your domain and content.

From Shel IsraelCo-author, Naked Conversations 

Humanize: Remember that one fundamentalreason for blogging is the humanization of thecorporation. Be a real person when you blog.Show yourself doing a job that you have somepassion for. Show your fallibility and, above aldo not fall into the trap of mediocrity, where so

many corporate blogs wind up.

Serve your reader more than your employerThis is a success strategy. The more generousyou are to your readers, the more influential yowill be. Send people away from your site througlinks to competitors when appropriate. You malose the sale, but in the long run you will gain a

loyal customer.

Join conversations before you start new onPeople are already talking about the issues thecare the most about. Read what they have to sand add value to the existing conversation. Thewhen you start a new conversation, you willalready have credibility and trust. If you try to

initiate a conversation and people don’t know wyou are or where you are coming from, then thewill either ignore you or mistrust you.

From Mike ManuelSocial Media Strategist, Voce Communications

Corporate blogs require a TON of time andattention: Underestimating the amount of time

energy and commitment required to maintain ahealthy blog is a common mistake companiesmake.

BEST PRACTICES

TIP SHEETMarch 2007

 All material © 2007 Society for New Communications Research. All rights reserved.

The Society for New Communications Research is a nonprofit 501(c)(3) global think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications,business, culture and society. For information about becoming a member, visit our website at www.sncr.org or call us at +1-650-331-0083.

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