SCOUT Corporate Blogging Services

Who should blog in a company?

Anybody in a company can blog, but not anybody in a company necessarily should blog.

An employee in any position could potentially be a good blogger, as long as they have something interesting to say. PR people, product developers, CEOs, and VPs are all examples of employees who could blog.

Marketing and salespeople can also make fantastic bloggers, as long as the blogs don’t sound too “salesy.” Blog posts should have a casual, personable voice and should not read like advertisements.

People who want to become a corporate blogger should be prepared to:

1. Communicate with both existing customers and potential customers.
2. Commit to posting regularly.
3. Set aside time to read other blogs in the industry.
4. Receive and respond to feedback, both negative and positive. It reflects well on a company if they are willing to engage in correspondence.

In elise.com’s post Blogging for Business, she says that “Sometimes the best spokesperson for a business is a company’s President, CEO, owner, or VP of Something Important”, although she adds: “the best person to blog for your company is someone with a deep knowledge of your products, someone who likes to talk with customers and won’t get unduly defensive when the feedback isn’t all positive, and someone who likes to write, and writes well.”

Elise is right on the money there; no matter what title the blogger holds in the company, above all he or she needs to be a good communicator.

Susan Solomon at www.marketingprofs.com suggests in her article Whose Blog Is It Anyway that mid-level managers blog. She finds that CEOs and executives in larger companies “don’t provide the bare honesty expected of a decent blog” due to stockholder’s perceptions.” She also mentions that mid-level bloggers won’t make great bloggers if their blog posts wind up being submitted through “layers of approvals”. This is very true, mostly because it will lose part of the voice. Blog posts should not read as standard articles or press releases. She recommends that some clear-cut guidelines are laid out beforehand, so the company’s bloggers can follow them and not have to go through different people to approve their blog entry before posting.

Filed under: Blogging Tips

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