Corporate Blogging Weblog

Marc Orchant von blognation.com hat gerade auf einen Post in MetzMash hingewiesen, in dem Tac Anderson und Vince Ferraro von HP einen Gastpost mit dem Titel “Managing a Corporate Blog, Like HP’s “ zum Corporate Blogging schreiben.

Have a calendar

• The number one thing I recommend to every person who is tasked with managing an executive’s blog is to have a calendar of upcoming posts.
• This will help you manage content and it will help the executive start thinking about what to say in the post.
• There are topics that the exec will want to blog about as well as topic ideas that you collaboratively come up with. Your PR team (agency or in-house) can also be a good source of topic ideas.
• The calendar needs to be flexible. Topics will arise that need to be addressed immediately. It’s a good thing when the exec throws off the calendar with unplanned topics.

Have a process

• We have a process where Vince initiates the content, usually by just writing out a post in a quick email, we then give it a quick edit and search engine optimize the content. (For tips on how to do this for corporate blog postings and to make this dovetail with future press releases read MetzMash next week - Adam)
• If it’s deemed necessary, because of the subject mater, we will quickly run the post through legal. At HP this has been a very painless process to date.
• After Vince gives one final approval we have a more technically adept person post the content because our blog software requires some HTML editing.
• All of this can all be done in a few hours if needed but we usually schedule one week for all the back and forth, especially if legal is involved. Zitiert nach MetzMash

Links hierzu:

• HP-LaserJet blog
• Tac Andersons Blog
• MetzMash Blog
• MetzMash Artikel
• blognation Artikel

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Filed under: Corporate Blogging