• by Fajr Muhammad , July 16, 2010

A corporate blog is one tool in a strategic mix of communications media that a company can use to reach and interact with its customers and prospects. It can be an excellent communication and recruitment tool when created with a clear voice and a consistent content schedule. But before you sign up, here are eight tips to consider:

1. From an administrative point of view, make sure there are a legal disclaimer and limitation of liability against libel and other issues. Make sure that management is behind the blog so that employees' time spent blogging is considered productive. Develop a clear policy as to what may or may not be discussed -- including a ban on personal communications.

2. Establish clear goal(s) for the blog. Is it, for instance, created to reach customers directly? To position your company as an industry expert? Are there better ways such as email or other online marketing efforts to reach your goals? Like other social media options, a blog without a purpose very quickly turns into aimless ramblings.

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3. Find the people within your organization who want to blog. These individuals -- blog evangelists -- will contribute greatly to the success of the blog because they enjoy it and are excited to represent your company. After all, blogging is fun! But make sure that they have a strong interest that can be sustained over time and can write well in order to be able to represent your company in a professional manner.

4. Develop a content strategy including subject matter, how often it will be updated and how it will be promoted. Use your stated purpose and goals to determine the content. If your business goal is to position your company as an industry authority, you will want to include well researched content that speaks to industry topics. If your industry is in the midst of new proposed regulations, a blog can be an outlet for the company to "voice" its opinion. If your goal is customer acquisition, non-promotional new product introductions, and even-handed descriptions of new features might help to generate new customers.

5. Frequency is important. Unlike newsletters that often have a monthly distribution, bloggers expect immediacy. This can be a problem if blogging is only one part of a job description. Consider distributing blogging responsibilities to a team with defined responsibilities that include posting and monitoring.

6. Launching a blog should be a gradual process although once readership reaches a "critical mass," the numbers can grow exponentially. Consider a password-protected subscription at least to start.

7. Once the blog is established, there are many ways to grow an audience. Add a link to the blog from your home page. Announce the blog in a print or e-newsletter and other communications vehicles. Add the link to your email signature. Use your blog to promote other social media as well. Post your tweets and make sure your readers have links to Facebook fan pages and other relevant sites. Try providing other links to non-competitive but informational blogs that might interest your readers. Readers will appreciate it.

8. Track the blog's progress. Measures of success go beyond number of readers and responders to include increased company site traffic, improved web site ranking, lead generation and referrals, and sales.

Blogging is for interacting with customers, prospects, vendors, and the world. It can help to establish your company's reputation in the marketplace and grow your business. But like all other media, it takes planning, attention to detail, and a strong focus on your customer.