The Right Way to Corporate Blog

Here's the blog of a writer, Debbie Weil, who specializes in showing corporations how -- and why -- to blog. While giving companies a "human voice" is a definite benefit as far as public relations is concerned, the practical challenges of corporate blogging are numerous.

For one -- who should do the posting? Should it be a CEO? A mid-level manager? Or a writer hired for the specific purpose of authoring the blog, as writers often author collateral materials, press releases, etc.?

Second -- what should corporations write about? Readers are notoriously resistant to publicity-driven blogs and will tend to ignore sites that are written from anything other than a desire to educate, entertain or inform. If a CEO can't divulge company secrets or privy financial data, and a professional writer is handed assignments and limitations about what she can write from her supervisors, then what's left to discuss?

One solution is to avoid discussing the company's inner workings or opinions, and instead focus on the outside world as it relates to the company's mission. A prime example is the set of four Stonyfield Yogurt blogs. Each is dedicated to a single, broad subject relevant to the company product and target marget: dairy farming, babies, strong women, healthy kids. Content is refreshed daily and focused on gathering information that may be of interest to consumers. Though on the surface the writing is not selling or promoting yogurt, the articles -- about school cafeteria food, obesity, osteoporosis, health studies -- ultimately reinforce the company message: We care about your health. Our product is good for you.

In the end, the simple but powerful message -- we're striving to meet your need-- may be the most companies can hope for in a blogging tool.

More on corporate blogging later... It's Labor Day weekend - the frog needs to stop thinking about work!