How to Avoid Corporate Blogging Disasters
For those thinking about starting a corporate blog, there are a few caveats that should be considered before you ever throw your hat in the arena. The blogosphere can be a scary place if you are not prepared and it is easy to have a disaster of epic proportions on your hands without even realizing it.
There are numerous stories of corporate blogging disasters and while they can be amusing, the owners of the companies affected probably would not agree.
A corporate blog is a unique tool that allows you to reach out to the public, increase brand awareness and build up your customer base. It is also a tool that has the potential to cause irreparable damage. You don’t want your blog to go down in flames, and you certainly don’t want it to take your company with it. Here are some tips to help you avoid the most common blogging disasters.
1. Pick Your Bloggers Well
If you will not be doing your own blogging, this usually means that the task falls to an employee. You will need to make sure that they are well balanced, can handle criticism and can post in an articulate and friendly manner. Think of this blogger as a public speaker – would they present the right face for your company to the public?
You also need to make sure that the employee is a stable individual that is not prone to bursts of anger or being disgruntled. You don’t want your company’s dirty laundry aired to the world and it only takes one angry blogger to turn the tide against you. If you end up firing a blogger, make sure that you remove their posting capabilities BEFORE you do so that they don’t have a chance to post one last burning missive.
2. Be Consistent
If you decide to allow comments on your blog, great. Just don’t change your mind. This gives an incredibly bad image of your company and makes it seem as though you have something to hide. Likewise, refusing to allow comments on your blog can give the same impression. Find the balance by using comment moderation tools to weed out bad comments and let the good ones through.
3. Always Remain Professional
Your corporate blog is not the place to get overly personal. You may be having a bad day, you may hate your job, you may want to stick it to your spouse/boyfriend/girlfriend but your corporate blog is not the place to air these subjects. Always keep your private thoughts private – they just don’t belong on your blog. Keep your posts friendly and open, but make sure that you never cross that line.
By utilizing these three simple rules, you can avoid becoming a blogging disaster for the history books. If you have never blogged before, or you prefer not to leave your company’s future in the hands of an employee, it is a good idea to get some help with your blog. There are blog management services that specialize in helping you present the right image and get your message across.