Blogging Success Study Released
We're please to announce the release of the Northeastern University and Backbone Media Blogging Success Study.
SCOUT Launches The Big Time Career Blog for Spherion
Hello BlogSurvey readers. We've been writing an awful lot about corporate blogging strategies, blog monitoring and blogger relations. Now SCOUT (a division of Backbone Media) is launching our first official client blog for Spherion (NYSE: SFN ), one of the leading staffing and recruitment agencies. The blog features career insight & advice, and the company's CEO will also be contributing from time to time. We also plan to interview some actual job candidates which should be very interesting.
Here's a link to The Big Time
I also posted this on the SCOUT blog. It gives a little more detail about the corporate blogging project and why we're so excited about it.
Taking A Leave Of Absence From Blogsurvey To Write A Book About Corporate Blogging
I am happy to announce that I will be working on a book about corporate blogging over the next few months. Butterworth - Heineman Business Books or Elsevier and I just signed a contract to write a book about business blogs called "strategies and tools for corporate blogging."
My thanks to Jane Macdonald, the acquisitions editor for Butterworth-Heinemann for all of the work she put into creating the relationship and getting us to this point.
As part of the effort to finish the book I am taking a leave of absence from my role as Director of Blogging Strategies at Backbone Media, Inc. in Waltham. I will not be updating the blogsurvey blog for a while, but you will still find me writing the occasional post on my personal blog PR Communications.
Starting To Blog
Starting off slowly will not hurt your corporate blogging adventure. That's one of the lessons I think I've learned, as I've been blogging over the last three years. In talking with other corporate bloggers, clients and running my own blogs at a few different companies. It seems to me that a company does not have to be in a rush to develop multiple blogs for their company. Starting off slowly and experimenting with one strategy is perfectly acceptable. And as various corporate bloggers have learned from Macromedia/Adobe, Microsoft and the Southwest Airlines blog, dipping in your toe and growing organically is probably the best way to learn about blogging and interact with your audience. Each company is unique, even if their industry may not be, therefore its always a matter of culture and personalities as to how fast a company can progress with the number of blogs and how open their blog will be to their audience.
Dell Launches Blog
Dell Launches a new blog called "Direct Conversations with Dell" at one2one.com.
The blog hosts a number of authors, who write posts and post videos. Similar to Microsoft's channel9 website.
I immediately clicked on the about one2one link to read the blog's guidelines. Makes interesting reading. The dell blog set's the expectation that Dell employees will answer blog comments. That's a huge commitment and one that General Motor's Fastlane blog has not made to its readers, see my earlier post about setting expectations with blog readers.
Here's the commitment to conversation:
"one2one is an extension of Dell's direct model where we learn and improve by listening to customers. Comments are a great way for us to know what's on the minds of our customers and partners. Of course, we may not always agree with the comments, but we will listen closely to see what we can learn and improve. Comments will be moderated - we will do our best to post your comments and respond, where appropriate, within 24 hours."
It will be interesting to see how Dell's employees response to reader comments. I've already seen examples of the Dell bloggers responding to customer comments. Lionel Menchaca, Digital Media Manager, responded to a blog readers comment.
Blogsurvey Having Trouble
Due to a server switch we are having some trouble with blogsurvey today. Should have this fixed shortly.
Northeastern Blogging Success Study Progress
Work continues on the Northeastern University blogging success study. We have transcribed all of the interviews, and I am now taking out excerpts to use in the final study document.
Bloglines Engineer Comments Great Example Of CGM Brand Management
Matthew Hurst on datamining wrote about his search for a new RSS feed reader, he is thinking of ditching his existing service, bloglines.
Bloglines UI Engineer, Ben Lowery, spotted Matthew's blog post, and concerns about the bloglines service and responded quickly.
I was impressed with Ben's comment and that fact that bloglines keeps tabs on its brand keywords. This comment is a great example to every company about how to do effective product management in the world of customer generated media. Monitor your brand keywords and respond to questions and comments about your product as they appear on the web.
Fard Johnmar's Take On The Jupiter Research Blogging Report
Fard Johnmar writes a critique of Jupiter Research's Blogging report.
Jupiter had suggested in their report that 70% of companies would be blogging by the end of the year. Based on my understanding of the industry, I do find it hard to believe this statement, unless Jupiter Research meant internal blogs. I'd like to hear more from the company on what its results mean?
Maybe there's a slant to a particular industry. If you look at the 29 companies in the fortune 500 who are blogging 21 of them are in the technology and telco industries, see my article about the fortune 500 wiki. Perhaps the survey focused on technology companies? I'd be interested to hear more from the company about who was surveyed for the report.
Blogger Relations Content Strategy Determined By Researching Blog Readers
Conducting an audit of a blogging community is not just about researching bloggers in your company's industry. You also have to understand who is reading the blogs you wish to build a relationship with over time. Content should dictate how you interact with a blogger. But I also think its important to read the comments of a blog to determine who is reading a blog. Not only will you find other great bloggers to read and interact with over time, but also you will build up a profile of the readers of that blog. That profile will then give you the ideas as to what content strategy will attract the type of readers you seek.