The organization Running a blog Alphabet.
I built this alphabet to showcase what I think are the advantages and best practices of corporate blogging. Not many of these entries will apply to every individual blogging scenario, but they all apply to corporate blogging in general. So here you've them, corporate blogging benefits and best practices ... from A to Z.
Accountability relates to corporate blogging in two primary ways. With single-author blogs (such as CEO blogs), mcdougal can inspire trust among readers by "owning" his / her commentary. But companies also assume a particular degree of accountability for all blogs under their umbrella, regardless of disclosures to to the contrary. So blogging accountability must be carefully considered at both the individual and corporate level.
Used properly, a corporate blog or CEO blog can make an organization more believable. And in the low-trust, post-Enron world of corporate skepticism, a little believability goes a lengthy way. Use your blog to inform an honest story in a passionate way.
A typical mistake in corporate blogging is when organizations use the blog as "website, part two," shoveling press releases and other corporate literature onto the blog. To attain the believability mentioned above, a corporate blog must take on the candid, heartfelt voice of the author. Sure, it requires courage to get this done (and probably some corporate blogging guidelines), however your readers will reward you by becoming advocates.
Corporate blogs are direct. You write your message, click the "Publish" button, and your words are directly viewable over the Internet. This removes intermediaries from the corporate communication chain. You can find no journalists or editors to put their particular spin on things. The message goes from mcdougal straight to the audience. Never again will your message be diluted or mis-aligned (unless you do this yourself).
I think, only enthusiastic bloggers must certanly be allowed to represent the company. Half-hearted commentary stands out like a pink elephant in the corporate blogosphere. This type of commentary does more harm than good, whether it comes from the CEO, the communications chief, or Joe Employee. Enthusiasm results in in blog posts -- and it's contagious.