December 7 2007
I was having a conversation with a colleague the other day about corporate blogging best practices. Since so many marketing types these days think "oh, we're going to do a blog!", it's always a good idea to think about how not to do it.
Here's exhibit "A", from my own organization, on how not to do corporate blogging:
This just did everything wrong. It was totally a checkbox exercise..."Did we do a blog on this? Yep!"
- Did they customize the look and feel of this blog? No.
- They left the test posting visible.
- They did a hit-and-run ... one posting and then it was over. "Breaking IT News" indeed.
- The post subject: "Biggest IBM News of 2005". Yeah, that's clearly going to ring as credible with readers.
- The link: pointing to a generic page, not a specific page of content related to the blog posting. The reader would have had to then search to find the linked information.
- How about those comments? 17 spammer splog comments. Nice.
- What can we learn from the "About" page? Absolutely nothing. It's not there.
We've come a long way to today, where thousands of IBMers are successfully blogging, internally and externally, every single day. I think we have plenty of "best case" examples now, so let's not dwell too much on the bad one.