Thursday, August 4, 2011

Building Internal Traction for Your Corporate Blog

You've opened up a blog site and told everyone on the Exec team to go ahead and blog. Now, weeks later, the blog is still pretty empty. What's missing? A corporate blog, like everything else in the corporate world, needs a value proposition.

Before you even open that blog, there are a lot of questions that need to be answered honestly.

Is it really a good idea to have a corporate blog?

Is sharing information likely to help or hinder your business?

Is there a culture of sharing or non-sharing in place in the company? If so, how did that culture arise and what are logical ways to shift that?

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Once these questions have been answered, you're going to have to get through the next set:

Why would someone want to share information on that blog - tell them why.

How does someone share information on the blog - tell them how.

What kinds of information are sharable - tell them what.

Who can share information - tell them who.

Until there is a clear, concise incentive/value for people to share information on your corporate blog, they're just going to go about business as usual.
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