Corporations form group to create blogging best practices

Companies like Coca-Cola, Wells Fargo say their needs are different from individuals, small business

Executives from 12 large companies, including The Coca-Cola Co., Wells Fargo & Co., Kaiser Permanente, General Motors and Dell, have jointly formed a Blog Council aimed at promoting corporate blogging best practices - a plan that has already elicited skepticism from many in the blogosphere.

The founders described The Blog Council, which launched this week, as a forum for executives to meet in private to share tactics and develop standards for corporate blogging.

Major corporations use blogs in different ways than individuals and small businesses, but must abide by the same rules and etiquette, noted Andy Sernovitz, CEO of the Blog Council. "Individual and small-business bloggers don't face the same issues [as large companies]," he said in a statement "For example, we still need to deliver a responsible and effective corporate message, but we need to do it in the complicated environment of the blogosphere. We have to speak for a corporation, but never sound 'corporate.' And we have to learn to do it live, ... in real-time."

The council plans to discuss various issues, including: the role of the corporate blog in a media landscape increasingly geared toward consumer-generated content; the correct way to engage and respond to bloggers who write about a company; and how to manage blogs in more than one language.

Other founding members of the council include AccuQuote, Cisco Systems, Gemstar-TV Guide International, Nokia and SAP. The first meeting of the council will be on January 22.

Technology bloggers greeted the announcement of the council mostly with skeptical posts. Robert Scoble, for example, noted that many companies today just don't "get" Web 2.0 technology and don't use it to tap into the voice of their customers. Scoble noted, for example, that some online retail sites don't engage customers and provide online avenues for them to contribute content.

"Industry has a long way to go before it understands the real value that seemingly unimportant conversations have," he noted in the blog post. "Every company I've spoken to, from L'Oreal to Target to Boeing gets that you need to pay attention to the New York Times. I don't know of a single corporation who won't return a journalist's phone call from the New York Times. But how many companies respond to a kid in Australia who only has three readers? How many companies respond to comments made on people's Facebook walls? How many companies meet regularly with bloggers?"

Mashable blogger Mark Hopkins said that big corporations "are just starting to realize how obsolete they are becoming in the new social space that is the Internet. They're starting to realize that the millions of dollars they spend on massive international video and print branding campaigns are just as effective as Google's decision to create a solid service and a colorful logo instead of marketing themselves in the traditional sense.

"Instead of creating a committee, these companies should instead try to recruit companies to the council that have already created engaging blogs that aren't constantly mired in PR and legal clearance," he noted.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Heather Havenstein

Computerworld
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?