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The Art of Corporate Blogging

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Why Blog?

Increase corporate visibility

Express without sounding ‘corporatish’

Express specific views which are not necessarily scientifically established

Generate awareness on a certain topic

Improve your own visibility

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What is a good blog

Not too serious – not too frivolous; have the right mix of the two

Not too long – any blog exceeding 800 words is too much to read

Use graphs or pictures (but beware of copyright)

Very personal in the style of writing

Make it interesting – let not the leader lose the track

Empathize – it is not about “I”, it is about “U” – relate to the audience

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How to write a blog

Think of an idea

Develop it into a short ‘rough’ note

Do further online research to Confirm that no one else has already written on it There is enough ‘back-up’ data for the blog To enrich the blog with quotations, text, graphs, etc.

Make a first rough draft of the blog

Pass it on to friends and receive their comments.

Post the blog

Disseminate the fact that you have posted the blog

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What to expect – what to do

Expect criticism – this is good for you.

Target to become an “A” blogger – people will seek you for your credibility

Keep active – a blog a month is a minimum

Keep focused – do not keep jumping from one topic to another

Do not get overwhelmed by the task – enjoy blogging

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How do you know how good you are?

How many people read your blogs

How many people comment on them

How many people seek additional information based on the blog

Are you able to generate positive WOM?