Comments on: Stephen Waddington on ‘Corporate blogging is broken’

By: 1000heads :: The Word of Mouth People

1000heads :: The Word of Mouth People — Wed, 03 Mar 2010 10:11:59 +0000

[...] in a piece for Reputation Online, Steve Waddington from Speed Communications said that “corporate blogging is [...]

By: links for 2010-02-23 « Brendan Cooper – your friendly social media-savvy freelance copywriter and social media consultant. Or: words make ideas make money.

Tue, 23 Feb 2010 07:47:11 +0000

[...] ReputationOnline » Blog Archive » Stephen Waddington on ‘Corporate blogging is broken’ Wadds offers good reasons why corporate blogging hasn't taken off. He seems optimistic but I'm not so sure any more. The problems seem pretty insurmountable, at least in the UK. Maybe we should look to the US for inspiration. (tags: waddington blogging) [...]

By: Ged Carroll

Ged Carroll — Mon, 22 Feb 2010 22:13:07 +0000

Blogging is just a platform, in the vast majority of circumstances corporate cultures are broken, fractured or have no cojones. Blogging are a great way to drive real value for the company, beyond the comms aspects that Matt covered, I am still surprised when I see firms spending so much on link exchanges and SEM.

By: tammymcdaniel

tammymcdaniel — Mon, 22 Feb 2010 21:21:46 +0000

To me, blogging is a core part of social media; some corporations get it right, some don't – many fall somewhere in between. The value that blogging provides when viewed as a long-term strategy is that it is incredibly flexible when it comes to course correction. Quality content, transparency, and a conversational voice is going to do the most for obtaining readers and high levels of engagement by them. Using other social media tools such as Twitter, Facebook, and LinkedIn – help corporations reach more people, but ultimately if social media tools are going to be successfully used as marketing/PR then the tools will need to effortlessly attract people toward the corporate blog and brand.

By: mediaczar

mediaczar — Mon, 22 Feb 2010 18:29:49 +0000

It seems that blogs have been left behind in terms of allocated budget and time: fast-twitch social media networks have captured our attention instead.

Partly, I suppose, this is an admirable attempt to take the [corporate] message to the audience (rather than drag the audience to the message -- after all, blogs can suffer from the "build it and they will come" fallacy.)

But I suspect that a bigger part of it comes down to the game-mechanics of the other social media (implicit points systems, short and long-term goals & feedback) which means that Twitter & Facebook are simply more *satisfying* to use than blogs.

That, and a relentless drive to follow the hype in a poorly-planned, poorly-comprehended environment.

But blogs have a purpose for PR; even if it's only as a platform for crisis-management. They're an essential element of comms planning. And while it may be good HR practice for organizations to invest in building the personal brands of their employees and allow them to blog, it's naive to believe that they'll stick around. After all, Scoble didn't. Corporations should invest in their blogs as long-term assets.

By: Reputation Management: ‘Blogging is broken’ | Wadds' PR Blog

Reputation Management: ‘Blogging is broken’ | Wadds' PR Blog — Mon, 22 Feb 2010 13:56:05 +0000

[...] Here’s an article that I’ve written for Reputation Online based on the content from the corporate blogging workshop that I ran last week at the CIPR Reputation Management conference. Posted in Business, Media, PR Tags: CIPR, corporate blogging, Reputation Online You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site. [...]

By: links for 2010-02-22 « Brendan Cooper – your friendly social media-savvy freelance copywriter and social media consultant. Or: words make ideas make money.

Mon, 22 Feb 2010 11:48:09 +0000