Corporate Blogs

Is the interest in corporate blogs an oxymoron in general? It seems that way. Here is why.

Corporations are notoriously faceless (bad branding), and many that have a face/personality are still so concerned with keeping the secret sauce within the walls of the company. I appreciate why having worked in large corporations for 11 years.

Here's how they can find the balance between keeping the secret seasonings for KFC (formerly the large corporation known as Kentucky FRIED Chicken- good branding move) and reaching the growing audience looking to corporate blogs, also more broadly referred to as (shhh), social media.

1. Stop cranking out just press releases about corporate earnings and new executives - instead talk to your shareholders and customers in a blog that describes what you are doing that makes customers happy and coming back, which in turn makes more money, which....makes shareholders happy. Start here with David Meerman Scott's book.
   
2. Create a voice for your company through your interesting employees. It does not have to be only the CEO - especially if he/she is dull and predictable. Instead, put the blog software in the hands of your marketing team and give them access to the product development or franchise owners. This is where the customers are closest, and where the relevant content will be found. This is what your customers may be looking to hear about. Try Sun's employee blog.
   
3. Keep going. This is not a fad. This is how media is evolving. Pick a generations letter, X, Y, Z - they are going to be interacting in some ways online. They are cancelling newspapers and buying computers and mobile devices. Yes, your mom and dad are getting online. They are realizing Word is not what you make but the program.
4. Speak to the problems your customers are seeking answers. Corporate communications teams are great at times for running what football commentators call the "reverse". They (I) have you look the left long enough to forget what is happening to the right (the runner heading toward the end zone). Instead, speak to your woes. People are looking for transparency. If they don't find it with you, they find it elsewhere. We are creatures of basic needs, fulfilling our need for honesty is becoming a foundation of our lives.

This is not easy. I am not convinced of the best methods. The take away is to start. Start now. Keep at it. The people around you are turning on to these new tools and the momentum will help carry your ideas along. Be the prepared one, instead of the researcher when your company or organization steps in the arena of social media.

IBM came to this realization 3 years ago. Aren't you ready?