‘Despite the fact blogs (sic) no longer have a lot of social media sex appeal’ – no, not my words, but the first line of this tremendously fine post about blogging in a corporate context.
Yes, you should be blogging, for all the reasons set out here. No, I am not going to paraphrase it for you, you lazy bunch of blog snorkelling butterflies, do the hot clickety and read it for yourself.
All I would add is that to be truly effective, you’ve got to get the tone of voice right and be consistent. This means that you cannot let anyone in your organisation blog on your behalf without due process, monitoring, control and boiling in oil of transgressors. Sorry, but that’s the way it is if you are to avoid the one-way street to the village of Serious Cock-Up on Thames.
I am sure, as promised in the post, the next blog (post) (which will ‘address some of the key ingredients for a successful company blog’ ) will cover all this obvious stuff.