I have been browsing through a lot of corporate blogs lately, especially of technology companies. The reason for it is to quantify the effectiveness and mileage a blog gives to the company. First, I was planning to look only at Indian corporate bloggers, however, the number of Indian corporate bloggersÂ are so less that I could not really gauge much and hence I looked at corporate blogging in general throughout the world.
I am still in process of understanding the effectiveness and mileage a corporate blog gives. However, I am constantly faced with one question in my mind
Should Corporate Blogging be formal ?
When I say formal, I mean, if the content published should abide by certain code of conduct. If the language be formal and stick to business ethics ?
Lets first look at “What is corporate blogging”. Some people may differ here, however for me, a corporate blog is one that is written by executives and senior managers who have some level of authority in the company. They are the ones who are known to their customers and they are in a position to take decisions.
Now, if these senior people are going to blog, how should the nature of this blog be ?
The Anatomy of Corporate Blogging.
I stumbled upon a blog of Mark White, a Business Blog coach. Some of his posts are quite impressive onÂ corporate blogging andÂ I learnt quite a bit from them.
However, as mentioned earlier, while reading one of his posts “Anatomy of a Corporate Blog: Layers and Building Blocks“, I could not help but think if corporate blogging should be so complex and “by the rule” !
He divides a corporate blog into 5 different layers, much like a multi layer architecture of a complex software program. Here is how he puts different layers,
According to me blogging never has to be that complex and by the book. Infact, it beats the whole purpose of what blogging is all about.
Now, I do not put forthÂ myself as a blogging expert, but one thing I can surely say is.
Blogging does not have to be that complex, even if it is a corporate blog !
Tell me why do you see the “to be” Presidents of United States rolling up their sleeves and mingling with general public during their election campaign. What they are doing is breaking the barriers of “aura” they have with posts and position they hold, thereby creating a bond with general public. Everyone seeing them in real or on TV, look at him as one of their own !
Similarly,Â a president or a CEO of a corporation needs to roll up his sleeves and show the other side of themselves, which is of a normal ground floor individual.
That will give mileage and effectiveness to a corporate blog more than anything else !