Comments for Advanced Organizational Communication Blog
I think the benefits really do outweigh the risks. Sure, you could damage your reputation, get some unnerving feedback, or accidentally delete it all, but if you know or learn how to blog efficiently and deal with any crises that may arise, you're going to make some kind of impression on anyone reading it, whether there are 2 people or 200,000. That impression may have the potential to make or break your company, but I feel like most companies are careful to present themselves in a positive light, since they are promoting themselves. I can't really imagine something happening on a corporate blog that has effects negative enough to destroy a company. Also, if a company is uninformed enough to assign someone completely unqualified to talk about the theme at hand to create content on their blog, then they probably have bigger communication issues to handle and simply aren't ready to enter the blogosphere.
The 4 Ps you listed sum up creating a successful corporate blog well. The only way a company is going to draw in and maintain an audience is if their information is directed, engaging, and fresh - people need a reason to want to come back.
After performing my interviews for the Corporate Blogging Study one thing that I learned was to be successful a blog must constantly be updated. Now, in most corporations the person who is "in charge" of the blog also has a couple of other responsibilities and therefore can not dedicate all of their time to the blog. What I think (and my interviewee agreed) is that in order for a blog to be extremely successful someone within the corporation's entire job should revolve around the blog. If a blog is just created and not looked after it will not change with the times or provide anything but a meeting place for people but if it is one person's job to regulate and work on the blog it will be up to date and obviously more effective. This is just something to think about when we are discussing how to have a successful blog, but I do believe if the corporation can afford it they should hire a specialist. What do you think?
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