When a company or non-profit organization decides to start a blog, it may assign the responsibility for writing the blog to a given individual. That can be a mistake. It takes time for blogs to build followings, and if the keeper of a corporate blog isn't an experienced writer -- a journal keeper, say -- he or she may tire of the role, or run out of material, too soon.
John Cass, of Pace Communications, advises on the PR Communications blog that it's often better to assign a group of employees to develop a blog. That can build a community of involvement, as well as writing and editorial skills, among several employees while keeping a blog going with fresh material while it's building a following.
The resulting community of mutually engaged employees can become as valuable as the blog itself.
"If you do that," Cass says, "even if a following in the audience has not developed, the social cohesion between the employees will keep motivation going so you will get to the place where your audience will have developed."
Blog audiences aside, community cohesion in a company -- whether built around a blog or any other activity in which employees are encouraged to use their disposition to work together on a common oroject -- is an energizing value. A blog can be an "excuse" for getting community going in an organization.
Cass gives Best Buy's Twelpforce Twitter blog and his own company's series of reviews of top newsstand magazines as examples of internal communities being used to foster blog traffic and customer contacts.
At it's best, business blogging builds community both inside and outside and an organization.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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