BLOGGING POLICY FOR CORPORATE AND EMPLOYEES
FEATURES OF BLOGS
High search ranking and easily customizable Easy to add photos, videos Low Cost, with Little maintenance User generated content Easy to add Links Comments Section RSS Syndication Reverse Chronology
COMPONENTS OF BLOGGING ( THE 4 C’S) - CONTENT
Provide service to your readers
Access original source of information
Share knowledge and information
Add value and create engagement
Provide opinions
COMPONENTS OF BLOGGING ( THE 4 C’S) - COMMUNITY
Get involved Listen to your audience Understand your different
audiences Seek opinion rather than
just giving Don’t overreact
COMPONENTS OF BLOGGING ( THE 4 C’S) - CONSISTENCY
Post regularly Be genuine and authentic Stay focused on the subject Be active on other networks Don’t indulge in promotions
COMPONENTS OF BLOGGING ( THE 4 C’S) - CLARITY
Communicate clearly Make simple and
compelling promotions Interrelate different topics Explain difficult/niche terms Add citations and links
WHAT ARE CORPORATE BLOGS?
Used internally to enhance communications to reinforce the culture inside the organization
Used externally for branding/marketing/public relations
Facilitates an open channel for two-way communication
Enhance electronic word of mouth/viral marketing
Tells readers the inside-story of the company
REASONS FOR CORPORATE BLOGGING
Dealing with Expectations Dealing with problems Online Reputation Management Networking- Make valuable business contact Improve Search Engine visibility Creating a new touch-point for your
customers Providing a creative outlet Global reach and worldwide audience Market Research and Access to information Brand building and community development
REASONS FOR INDIVIDUAL BLOGGING
Become an active conversationalist in your field Offers Expertise and sharing Develop personal branding Employees as brand ambassadors Display your creative abilities Explore hidden talents Build trust and transparency Networking and engagement Boost your career Interactions and knowledge transfer
KINDS OF BLOGGING POLICY – CORPORATE
Identify and know your target audience
Align subject with company’s goals and objectives
Respect copyrights and safeguard confidential information
Ensure that Posts are verified and approved before posting
Be aware of Defamation, IP theft and Plagiarism
CORPORATE BLOGGING POLICY
Be transparent and authentic Be respectful to employees, competitors Blogging is about conversation not PR and Advertisements Not a substitute for customer service, rather a supporting
tool to it. Do not use unethical slurs or abusive language.
KINDS OF BLOGGING POLICY - INDIVIDUAL
Get the posts and topic verified from your manager
Respect company’s business conduct policies and guidelines
Respect copyrights, fair use and financial disclosure laws
Respect the company’s confidential and proprietary information.
Be respectful to colleagues, customers and competitors.
Add value by providing worthwhile information and perspective
Find out who else is blogging on the same topic and cite them
Ensure it does not interfere with your work commitments.
Don’t get offensive while replying to the negative comments
Use disclaimer while writing on a specific issue. Be yourself
KINDS OF BLOGGING POLICY - INDIVIDUAL
BLOGGER CODE OF ETHICS
Tell the truth.Write intelligently and with accuracy.Acknowledge and correct mistakes
promptly.Preserve the original post, use notations
to show the changes and maintain integrity
Never delete a post.Don’t ever delete comments unless they
are spam or off-topic.Reply to emails and comments when
appropriate, and do so promptly.
BLOGGER CODE OF ETHICS
Strive for high quality posts – including basic spell-check, typos etc.
Stay on topic.Respect other’s opinions, even when you
disagree Link to online references and original source
materials directly.Disclose conflicts of interest.Keep private issues and topics, private; don’t
mix the private & the professional.
LEGAL RIGHTS TO BLOGGER
Intellectual property rights Defamation and freedom of
speech Privacy and Confidentiality Labour law issues and
employee blogs Bloggers’ rights as journalists
BLOGGING PLATFORM
Blogger- Blogging platform of Google
BLOGGING PLATFORM
Wordpress - very popular platform that offers wide range of plug-ins
BLOGGING PLATFORM
Typepad- paid blogging tools, good for professional bloggers
BLOGGING PLATFORM
Blogs at Myspace, Friendster, LiveJournal etc.
BLOG HOSTING OPTIONS
You can host your blog at blogging platforms like blogger, wordpress etc. The web address would be something like www.yoursitename.wordpress.com
BLOG HOSTING OPTIONS
You can use your own web hosting account to host your blog. For example, if you already have a website online, make your blog an extension of that site by publishing it to a sub-directory on your site. Thus, the web address would be something like www.yoursitename.com/blog
GETTING STARTED WITH BLOGS
GETTING STARTED WITH BLOGS
1. Log into company’s blog site/editor2. Look for the “dashboard” and click on “write”
GETTING STARTED WITH BLOGS
3. Enter a suitable title for your post under “Title” box
4. Type your message under “post” section
GETTING STARTED WITH BLOGS
5. Select the appropriate “category” from drop down menu
6. Don’t forget to add tags to your post
GETTING STARTED WITH BLOGS
7. Enter a summary(a few lines) to your post under the “excerpt” column
8. Check the grammar and spellings before publishing
WHAT TO BLOG
New products or services
Summaries or reviews of books or articles
Live Blogging of an event or conference
Research findings, tools, reports or surveys
Office culture and occasions
Product demonstration
OUTSOURCING YOUR BLOG
You can hire someone else to blog for you, instead of adding any additional workload to your employees.
ADVANTAGES OF OUTSOURCING
Time-saving exercise for employees
Fresh eye on the company
Writing expertise and quality content
Demonstrate openness
Writers already have a good network
DISADVANTAGES OF OUTSOURCING
Bloggers won’t know your company from inside
Difficulty in understanding corporate culture
Require more supervision
Lack personal interest and organizational touch
Less networking and engagement
RISKS AND CHALLENGES
Analytics and Metrics
IP Disclosure
Implied warranty and copyright
PR Issue: Confidentiality and Negative posts
Blogs after employees’ exit
THANK YOU
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