Internal Organization Blogging Strategy
Friday: November 9, 2007 3:57 PM
Here are a few ideas for internal organizations thinking about blogging on the Corporate Intranet
Blog Entrance and Exit Strategy
The idea of an entrance and exit strategy is to set guidelines on why to organizations should engage in a blog and when to stop.
Entrance Strategy
Enhance Communications and Credibility
Increase the Adoption of Products or Services
Leverage the Wisdom of the Crowds
Develop Communities of End Users
Exit Strategy
No Increase in Adoption or Utilization of Product Lines
Improvements and Enhancements are Limited
Communications become a Distraction to the Business Model
Not enough Contributions to Maintain Interest
Blog Communication Method
One of the basic questions on the blog is how will the messages be governed. Clearly, all communications must abide by the Code of Conduct but there are alternatives in how messages are posted.
Open Communication Model
All messages are fair game including questioning business strategy, leadership direction and quality of the product or service. You allow the free flow of information and ideas regardless of the path it takes. Typical examples of this type of blog would be one based on a topic or theme.
Modified Communication Model
Messages are controlled by focus or purpose. Here, we state up front that the posts have a specific purpose like driving adoption of the product or service. Posts are usually geared toward announcements, events, education, and training.
Controlled Communication Model
All messages are controlled in same fashion as organizations control their Intranet presence. Limiting updates to a few selected people and approvals required for each modification.
Key: Decide and try not to change. Going from an open model to a controlled model will result in distrust.
Blog Topics
Which topics should be allowed, encouraged or confined?
Informative Blog: How to, Best Practices, Training, Education
Persuasion Blog: Marketing, Branding, Features, Value, Case Studies
Argumentation: Customer relationships and conflict resolution
Topical: Discussion oriented and has a wider degree of freedom
Personal: Topics and ideas personally important
Organizational: Announcements, Events, Releases, New Hires, Newsletters
Key: Consistency; let customers know what to expect and where to go for detail information.
Blog Structure Method
Single Blog: A single blog but with separate categories.
Benefits
Single RSS Feed for All Evolving technologies
Symbolic representation of the brand
Risks/Issues
Confusing messages to the end user
Weblog Directory will only have one listing versus eight
Different purpose and different goals might be a challenge
Tend to become single topic focused
No accountability or security. All can update, delete, or edit.
More Difficult to Mix Blog Types
Metrics are top level only, no way to measure group impact
No accountability or security. All can update, delete, or edit
Multiple Blogs with Single Theme: Separate Blogs but a common look and feel
Benefits
RSS Feeds for the technology that interests you (Customer Focused)
More ownership of the topical areas / pressure on keeping it fresh
More controlled ownership and consistent communication
Risks/Issues
Additional work required for getting a good theme developed (Professional)
No global tie in to the core brand
Blogging Requirements
What, if any, requirements should be placed on members of the organization to the amount of content or even the quality contributed to the blog? Like web environments, some will change weekly while others never get updated. How will you measure success or failure in the effort?
Here are a few ideas for internal organizations thinking about blogging on the Corporate Intranet
Blog Entrance and Exit Strategy
The idea of an entrance and exit strategy is to set guidelines on why to organizations should engage in a blog and when to stop.
Entrance Strategy
Enhance Communications and Credibility
Increase the Adoption of Products or Services
Leverage the Wisdom of the Crowds
Develop Communities of End Users
Exit Strategy
No Increase in Adoption or Utilization of Product Lines
Improvements and Enhancements are Limited
Communications become a Distraction to the Business Model
Not enough Contributions to Maintain Interest
Blog Communication Method
One of the basic questions on the blog is how will the messages be governed. Clearly, all communications must abide by the Code of Conduct but there are alternatives in how messages are posted.
Open Communication Model
All messages are fair game including questioning business strategy, leadership direction and quality of the product or service. You allow the free flow of information and ideas regardless of the path it takes. Typical examples of this type of blog would be one based on a topic or theme.
Modified Communication Model
Messages are controlled by focus or purpose. Here, we state up front that the posts have a specific purpose like driving adoption of the product or service. Posts are usually geared toward announcements, events, education, and training.
Controlled Communication Model
All messages are controlled in same fashion as organizations control their Intranet presence. Limiting updates to a few selected people and approvals required for each modification.
Key: Decide and try not to change. Going from an open model to a controlled model will result in distrust.
Blog Topics
Which topics should be allowed, encouraged or confined?
Informative Blog: How to, Best Practices, Training, Education
Persuasion Blog: Marketing, Branding, Features, Value, Case Studies
Argumentation: Customer relationships and conflict resolution
Topical: Discussion oriented and has a wider degree of freedom
Personal: Topics and ideas personally important
Organizational: Announcements, Events, Releases, New Hires, Newsletters
Key: Consistency; let customers know what to expect and where to go for detail information.
Blog Structure Method
Single Blog: A single blog but with separate categories.
Benefits
Single RSS Feed for All Evolving technologies
Symbolic representation of the brand
Risks/Issues
Confusing messages to the end user
Weblog Directory will only have one listing versus eight
Different purpose and different goals might be a challenge
Tend to become single topic focused
No accountability or security. All can update, delete, or edit.
More Difficult to Mix Blog Types
Metrics are top level only, no way to measure group impact
No accountability or security. All can update, delete, or edit
Multiple Blogs with Single Theme: Separate Blogs but a common look and feel
Benefits
RSS Feeds for the technology that interests you (Customer Focused)
More ownership of the topical areas / pressure on keeping it fresh
More controlled ownership and consistent communication
Risks/Issues
Additional work required for getting a good theme developed (Professional)
No global tie in to the core brand
Blogging Requirements
What, if any, requirements should be placed on members of the organization to the amount of content or even the quality contributed to the blog? Like web environments, some will change weekly while others never get updated. How will you measure success or failure in the effort?
