Should you blog – Version 2.0

Abby W asked the question, “is it appropriate to blog if you are the spokesperson for a large corporation… speaking hypothetically of course.”

Great question and the answer is an easy one, “It depends.”

First, if I were king of a large corporation and I knew one of my employees, especially an intelligent, articulate and interesting employee wanted to blog about their work at my corporation I would jump at the opportunity. Here is my reasoning:

• They put a face to my company. Widgets-R-Us doesn’t have an identity but put Abby W in front of the crowds and now we have a true face. People love people, not businesses.
• People are already talking/writing about my company and I want to be part of the conversation? Better yet, I want others who love my company to be part of the conversation.
• If you are the spokesperson, why wait for someone to ask you a question? Start spokespersoning all the time. Be visible, its your job.

Some ground rules:

• Tell your boss what you want to do – get their blessing. Assuming you get the approval, read on.
• Blog consistently – Don’t write and then drop off the face of the earth.
• Know your audience and share information they will value. Offer information they won’t get on the website or even the news.
• Respond to questions left on your blog. Blogging is two way, that’s the value. Nurture it.
• Have some original thought. Don’t rewrite your most recent media release and feed it to me like it is something new. You aren’t pitching a reporter, you are talking to people.
• Don’t write about confidential information – that’s why its confidential. Everything else is fair game. Want to write about our most recent crisis? Go for it. Think the soup in the cafeteria was a bit salty? Share it with the masses. Heard a funny or heartwarming story about a customer or want to tell a funny story about an off site meeting? Tell me more and post pictures if you can.
• Don’t add static to the online world. You know what I am talking about. Don’t write because you feel like you need to, write because you have something to say or share.
• Blogging is an evolution. Keep at it, learn from your efforts and keep improving.

So, when shouldn’t you blog? When you don’t have time or anything of value to share. In my humble and sometimes accurate opinion, I can’t think of any other reason not to blog.

For all the bosses and company owners about to streak their drawers at the idea of having one of their employees write about their time at your place of business – relax, your fears are unfounded. Most blog interactions are positive. And, if they are negative, it is as an opportunity to evaluate what is being talked about, make some changes and use the outcome for another story. Don’t believe me? Purchase and read Groundswell. On second thought, even if you do believe me, buy and read the book. Fascinating information and all backed by research – my kind of book. From the largest corporation to the smallest of the mom and pop stores there is value to being engaged with your customers through social media. Blogging is one of the easiest and a great place to start.