Thursday, March 5, 2009

The Corporate Blog Manifesto Update

This is a guest post from one of the great Web 2.0 and Social Media Marketers on my team, Don Nelson. He often has insightful emails and this time I asked if I can post it on my blog.

Quick background - this email was actually a response to someone who sent a link out to Robert Scoble's post from 2003, "The Corporate Weblog Manifesto" and I thought it was worth sharing so here you go:

Just in case you jump right into the content and not see the date of this posting.....Scoble wrote this in 2003 which pretty much makes it a dinosaur in Internet time. However, there are still good points to be made here in 2009.

My take is this....
  1. Tell the truth: always always always. If you're not sure, best to leave it out of your writing all together.
  2. Post fast on good news or bad: it is after all about communicating with our customers and the influencers in the many markets and industries we now play in.
  3. Use a human voice: we're all on the honor system of sticking to corporate and ethics, so hopefully you know which lines not to cross.
  4. Make sure you support the latest sw/web/human standards: technically, not so much these days with our Blog platform. we already have RSS and try to instill the proper use of keywords for search engine optimization.
  5. Have a thick skin: opinions and elbows - everyone has them and they will use them so be prepared for all manner of responses to your writing
  6. Don't ignore Slashdot: there is much more beyond just Slashdot these days. we do keep social media monitoring in our pockets and try to do as much as we can with what we've got to help guide you in the conversations out there.
  7. Talk to the grassroots first: base your writings on established concepts and leadership and you should be fine. It doesn't hurt to know or build relations with a broad range of sources that you can read and interact with via your blog but know that PR is also handling relation building here too.
  8. If you screw up, acknowledge it: as clear as it can be word for word
  9. Underpromise and over deliver: excellent strategy and should be used at every opportunity
  10. If Doc Searls says it or writes it, believe it: I had to look him up so I'm thinking so did you there are many "experts" so I'd extend this to those you know based on level of influence you think they have in any particular market.
  11. Know the information gatekeepers:
  12. Never change the URL of your weblog
  13. If your life is in turmoil and/or you're unhappy, don't write: true. unless you can turn the turmoil/unhappy experience into something that relates to your company fixing it for you!
  14. If you don't have the answers, say so: same as #1 and #8, true to the last word
  15. Never lie: see #1, #8 and #14
  16. Never hide information: disclose disclose disclose where appropriate or just don't write about it
  17. If you have information that might get you in a lawsuit, see a lawyer before posting, but do it fast: similar to #1, #8, #14 and #15, when in doubt leave it out of your writing or pursue our legal contacts if unavoidable.
  18. Link to your competitors and say nice things about them: true to an extent. now partners and ecosystem partners, they should be acknowledged/credited when it directly impacts your writing.
  19. BOGU (Bend Over and Grease Up): true also to an extent. more simply stated, if someone comments on your writing, treat them all as if they are VIPs
  20. Be the authority on your product/company: you are all experts, but do pay proper respects to whom you know and/or reference in your writing.

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