Industry News
Corporations Create New Job: Chief Blogger
Should a corporation blog? Maybe.
According to a recent Workforce.com article, more than 11 percent of Fortune 500
companies blog as part of their overall marketing strategy. That is a seven percent
increase over the reported four percent in 2005. Many of these companies employ
a full time blogger.
But not everyone is as enthusiastic about the idea. Some believe there can be a
downside to corporate blogging with a single chief blogger. “The whole idea of having
a chief blogger when social media is so grass roots still smacks of companies trying
to control this,” said Jim Nail, chief marketing officer of Cymfonv. Nail believes
a chief blogger risks becoming a lightning rod for the disdain of the online community.
While that risk may be real, many companies still want to capitalize on this new
social media. They want to create something interactive and positive that will promote
their brands.
“Everybody right now wants to or is contemplating starting a blog, said Sean Howard,
director of strategy and innovation at Lift Communications. “But it’s the wrong
place to start. They really need to start with reading, following their customers,
commenting on communities. Then think about creating something.”
Nevertheless, social media is becoming a popular communication outlet and many corporations
want to use it. If nothing else, hiring a chief blogger will give them control of
what they say. While that may be a good place to start, companies need to understand
the medium better before jumping in.
Geoff Livingston, CEO of Livingston Communications and blogger at the Buzz Bin,
agreed. “The problem is that too many people focus on the actual tool: the blog,”
he said. “What they need to focus on is the principles behind social media that
make it work—like participating in a larger community works, and not controlling
the conversation works.”
To read the full story, click:
http://www.workforce.com/section/00/article/25/50/77.html
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