Telling your boss he or she needs a blog could get you fired. A generic blog with generic comments by your CEO and/or your upper management team does not produce significant returns for the time invested. More to the point, it is likely a waste of their time. We all know it, but thousands of blogs like this exist. Why?
Corporate management has been told they need to blog to connect with customers, prospects, vendors and associates. This is good advice for CEOs and managers that are excellent bloggers with plenty of time on their hands. Slim chance you work for one of these people.
So how should corporations more effectively use a blog?
PR Blogging Machine
Add your blog as a link on your corporate website, but you don't necessarily need to call it a blog. There is no need nor many compelling reasons to have a stand alone blog. Your blog should look and feel just like any other page on your website, except the content is now going to be fresh, relevant and informative to your target market. Use the "News" link on your website and turn that stale, outdated content into a well-oiled, PR blogging machine.
Limit the posting rights to your marketing/PR department. Publish at least 2-3 posts per week; not an overbearing workload. Write press releases and relevant industry news that includes quotes and comments from the CEO and upper management. This will minimize their time involved while maximizing their exposure both internally and externally – everybody wins.
One benefit is your IT Department can set it up easily and little (if any) developer time is required to keep the "News" page updated. Search engines will love the fresh content and your website SEO results will improve, another benefit. Also, your website visitors can comment, you can promote the site in your newsletters and marketing materials, and your customers have a compelling reason to bookmark your website.
Involve Your Human Resources Department
With little effort, your human resources department can post job openings on the "News" page after you convert it to a blog format. A separate HR page, or multiple pages for each job opening, can easily be included and updated by your HR Department. Consider creating an RSS feed so potential candidates can check your job openings from their desktop easily.
Marketing Department Announcements
Again, with little effort you can also include an "Events" section on your "News" page once it is converted to a blog. Exhibiting at a trade show next month? Is your management team involved in any seminars, webinars, webcasts, or other marketing events? Using a blog to promote your corporate events is effective and the content improves your SEO results.
There are many ways to view blogs. When you realize blogs are software tools as much as anything else, their uses are practically endless.
By Greg Magnus, a freelance writer and owner of eoecho.com; a communications consulting firm that provides custom publishing and marketing services.