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With more and more corporate resorting to Official Blogs, its time to wear thinking hats and plan before taking a plunge in these Web2.0 technologies. Blogs, wikis, and other collaborative technologies need a robust launch and execution plan. These require Investment and commitment.

So do we need a Corporate Blog which is (a) completely moderated (b) promotional (c) monologue of thought leadership?

And the obvious answer is “No”!

We live in an age where Knowledge defines the company and the employees. Collective intelligence and content collaboration act as Decision Support Systems and thus, the control or console need to be decentralized.

According to a recent Harris Interactive poll of Fortune 1000 executives:

• 77% say they should have corporate policies that address company-sanctioned blogs.
• 40% say they should have corporate policies regarding blogs unrelated to the company or its activities.
• 15% say someone in the company is currently writing a blog.
• 12% say they have taken legal action in response to a blog.

Blogs can act as a tool to enhance the organization's competitive advantage rather than a marcom device that is fully managed and controlled. Many companies have a policy of “internal” or “insider” blogs.

Most of these blogs are published by employees and are insightful and reflect the feelings of range of employees. Allow these to be Public Blogs.

Give the employees control to write and publish under company umbrella blog. These would help humanize the firm more efficiently and more effectively than public relations practitioners can do officially.

Categories: Corporate, Blog,, B2B,, Employee, blog,, internal, blog

Labels: B2B, Corporate Blog, Employee Blog, internal blog