Blogs are a terrific way to get your organization to tell its story. Why? Well for one thing, blogging is easy. Companies large and small appreciate the rapid set-up and easy-to-use features of blogs to quickly reach both external and internal constituents. Blogs also allow you to take content in different directions that will appeal to specific target demographics without negatively impacting the strategy and content of your primary Web site. As a way to experiment, to test new ideas, or to reach narrow niche markets, smart marketers use highly focused blogs. And if your experiment fails, you simply (and quietly) shut down the blog with little or no negative effect on your main site or corporate reputation.
This second part of a series looks at the creation of blogs by organizations as a way to contribute to the worldwide online conversation. It covers how public relations and marketing professionals write blogs themselves or encourage subject-matter experts in their organizations to do so. Part One in the series, Blogging and your Corporate Reputation: Listen to the Conversation – Why PR and marketing pros need to monitor blogs on behalf of their organizations, covers the many reasons that communications, marketing, and business professionals should monitor blogs as a way to understand their organization’s reputation drivers.