Penn Olson in their blog on Corporate Blogging Strategies describes four different reasons for creating a corporate blog:
- Build thought leadership; Becoming a trusted resource in a particular topic.
- Demonstrate corporate culture; To reflect an authentic corporate culture to help others understand the company better
- Connecting with leaders; To build better bonding through sharing.
- Branding; Establish or strengthen a desired brand image.
I am working through a complete, bottom up, redesign of our corporate web site with David Brakoniecki, one of our Principle Consultants, and I intend to include links to my personal blog and the blogs of my senior team. I am, however, struggling with the concept of a Corporate Blog. For me, blogging is personal. I may write business posts or I may write about things happening in my personal life. The key is that they are my thoughts. They are not my company’s thoughts. I like the idea of building thought leadership, demonstrating corporate culture and strengthening the Axispoint brand. I even like the idea of becoming more accessible but I fail to see how a corporate blog can achieve this. Would I write something different in a corporate blog than that I would write in my own blog? Would I hand over the blogging to my Marketing Department? If I did hand it over, would it no longer be a personal statement?
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