Posts Tagged ‘social media’

3 Useful Corporate Blogging Tips

April 29, 2010

Some corporate blogs engage employees. Some corporate blogs inform and entertain. And some don’t really do anything. So here are three things not to do when writing corporate blog copy. For those of you who are new to the subject, here is a mildly helpful overview http://bit.ly/5oJvO6. I say mildly because the blogging industry seems to have a revolution every month. Here are three things not to include in your corporate blog.

3. Do not write obvious advertising copy on your corporate blog. Writing about the real value of a service is different than announcing a 10% off sale. Advertisements and corporate blogs have different messages. Your blog may sell soap, but don’t make it obvious. Here is a post from the Dell corporate blog, “I luv my Inspiron D530S. It works so smoothly without any prob. I have been using it for the last 5 yrs & it has never had even the smallest of hitches.” hmmmm, okay, so, ummmm, why didn’t this satisfied customer spell out the word “love”? I mean come on, it’s only one more letter.

2. Celebrity gossip and corporate blogs are completely different. I admit, however, that if Britney Spears were to come into my office, I would probably blog about it. This is a slippery slope that crosses into the spamming for keyword hits/image transfer for credibility realm. So for a company like Disney, who I’m sure has many celebrities in its parks daily, why do people want to read that Tiny Fey was caught on a date with Goofy http://bit.ly/bxSG3m. Okay, I admit I would probably click on the headline “Tina Fey Caught Cheating on Husband with Goofy.” But again, celebrity sightings and gossip: one thing. Corporate blogging: another. Well… wait a minute. Celebrity name tags push blogs up to the top of web searches. I am now adding Tina Fey as a tag for this blog post. Hypocrite?

1. Do not write as if you are the best company on earth, even if you are. Most people do not what to be told what to think. I know this rule gets broken every 3.54 milliseconds these days, but still, I still have faith in the average mind. A journalism professor once told me to “show her, not tell her.” Of course this means laying out the facts or feature or story, or whatever the communication shop figured should go on the Tuesday morning write board slot, and then allowing people to come to their own conclusions. If you are a good writer, you don’t have to tell people what to think about your copy. It’s like explaining a punchline, it ruins the joke.  I know it can be hard to resist telling them what you want them to think, but don’t. Just stand back, take a deep breath, and have faith that people will figure it out. Your audience will love you for it.

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Corporate Blogging? Why Should I?

April 13, 2010

I often wondered why most companies are buying into this social media trend. Of course, I am an advocate of using social media to build customer relationships and engage employees, but why do it if you`re not going to say anything interesting?

A poor example is Coca-Cola Conversations: a sort of Coke history blog written by Coke historian Phil Mooney. I know; Coke historian? Well anyway, the blog features commemorative merchandise and “this day in Coke history” stories. Other than taking a trip down a highly sugared, deliciously diuretic, memory lane, what value is this providing customers of Coke? I don’t mean to poke fun at this niche market—because it is based on the top selling beverage in history. However, Coke needs to create a blog that offers some real value to its customers.

The Official Google Blog is a good example of a relevant and valuable corporate blog (I know, the last thing Google needs is more praise). This blog has post after post of valuable, USEABLE, technological instruction and “new feature” news. It may very well look like a Google promotion blog, and it is. But it also offers something in return for its readers. I can at least figure out how to use Google Docs while I read about how unstoppable this giant market-eating shark is becoming.

If you were an employee of Google or Coke, what would you rather see: a blog highlighting and praising the hard work of some of the world’s best programmers and designers, or a blog about the marketing creativity of past employees? Game, set, match.