Yesterday I had the opportunity to participate in an Ask the Expert session sponsored by NTEN. The expert was Chris Brogan. It was an hour well spent.
I now have a new blog to read: http://www.chrisbrogan.com/ Check out his May 5 post to get a wealth of resources about getting started with and getting the most out of social media.
Among the many questions he addressed, Chris fielded a question from me about the best person to author an organizational blog. He advised that you first define the goal(s) of your blog. Then, find the person with the most passion about the blog topic and the ability to convey that passion. Often, this is NOT the CEO or the public relations staff.
He also offered a suggestion that I thought was very compelling for any organization that is not yet blogging: start small. Start a blog about something that will not likely get a lot of attention “out there.” Use it to find your voice. Use it to learn good blogging practices, like linking to other blogs and websites. Comment on relevant blogs and include a link to your blog in the comments. The web is a big place. There is plenty of room to experiment before you try to make your grand entrance.