Interesting opinion piece by Shel Holtz that now is the time for every corporation to have a blog. Very good stats in the piece too about the SNCR report on journalists using blogs. As a recovering tech journalist I can tell you that I definitely would have loved to go right to the source (a blog) instead of reading tepid, marketing blather in press releases when a new upgrade was rolled out.
But I don’t agree that every business needs a blog. Shel does have some very good tips on corporate blogging within the post though so I encourage you to read it.
And if you do have a blog no matter what size the business you really have to understand how blogs work, how to blog effectively and how to keep your branding consistent and congruent. If it’s a blog that is just set up to push out your corporate news and your take on issues in your vertical, then you have to be doubly careful to have a good process in place to ensure your corporate identity is not muddled. (And by the way, that’s much easier said than done!)
