Corporate Blogs: Take a Long Look Before You Leap

Blogs are universally recognized as helping the average person establish a more level playing field on which they can hold companies, organizations and individuals accountable. Along with the power that blogging brings, there are inherent risks in a medium that allows for honest and open dialogue.

Is the blogosphere the best and most appropriate place for companies and executives who have everything to lose?

The mostly conservative nature of corporate America says no, while the grassroots mentality of the new economy says yes.

Corporate blogs are the most risky. To succeed, they must be free of self-promoting commercialization. According to a blogging survey by Peppercorn, more than 70% of professionals found that fake, hyper-commercial corporate blogs are the biggest blunder companies committed when attempting to blog. Among the criticisms, companies were blasted for using obvious ‘ghost writing’ on their blog, or starting a blog with no real determined purpose.

It is difficult for some companies to break free from their own conventional marketing methods and embrace the free flowing nature of blogging – risks and all. They have to avoid ‘marketing speak’ and realize the value of open dialogue with their most important constituents.

Now here’s the dilemma: The qualities of an effective blog – unfiltered, highly responsive and commercial free – pose real risks to companies in today’s unforgiving online world. One mistake can take on a life of its own and inflict damage on a company, its stakeholder and its reputation.  Companies must look closely at the risks and rewards, making sure their organization’s DNA can handle the unpredictable, hyper-critical world of blogging.

Moving forward, companies need to answer this question before setting up that blog:

What are you going to provide to your customers by engaging with them in the blogosphere?

All too often the answer to this question reveals that a company is less interested in having a "dialogue with" their customers than a "monologue at" their customers. And if that's what you want, then skip the blog.

What is your organization's relationship with your customers? Are they generally happy, or are they generally hostile? Do they feel like your organization is responsive to their needs?

There is very little that helps turn around troubled client relationships better than directness, honesty, and transparency. The only thing that works better is results. Make sure that the team that is doing the blogging is connected with the team that can solve customer problems and concerns.

Successfully maintaining a blog requires consistency, discipline, a willingness to listen, the ability to admit mistakes and move on and (above all) accepting criticism.