As a continuation of yesterday’s blog, the same article at Ragan’s Grapevine lists the following best practices for successful corporate blogging and to avoid online attacks:
1. Write a lot.
The article cites 37signals president Jason Fired who spoke at the recent Strategic Public Relations Conference in Chicago: “Companies that launch blogs tend to get really excited right away and write every day. But that wears off, and then you’re left with a blog that’s rarely updated. A dead blog is worse than no blog at all. If a blog is not maintained, it sends a message that the company doesn’t care.”
He recommends that a company create an internal, nonpublic blog first to determine whether there is enough to say to maintain it over time.
2. Cut off or limit comments to avoid spam and derogatory, reputation-damaging remarks from blog readers.
- monitor all comments as they come in;
- limit the amount of comments allowed;
- require users to create an account before being allowed to comment; or
- close the comment feature.
Since it may be difficult to monitor all comments, the article says Fried suggests limiting the comment feature but warns against not posting a comment just because it disagrees or contradicts with what you have to say. Closing off the comment feature, on the other hand, gives readers the option to contact writers and share their opinions. Another recommendation by Fried is to invest in anti-spam software.
3. Monitor the blogosphere to find out what other bloggers are saying about you.
The article says Fried recommends free tools like Technorati, PubSub and Feedster to track online conversations about your blog or company.
4. Get involved when your company is being targeted, responding to conversations where they are taking place and defending your position there while also addressing it on your own Web site or blog.
The article says Fried warns that remaining quiet is a sign of admission or not caring.
5. Use common sense in posting images and releasing information in the blog.
The article says Fried recommends drawing company blog policies and assigning an editor to review blog postings.
Hopefully, these best practices can be useful to corporate bloggers out there or to those still planning to hop in.