I got this terrific advice at the PRSA International Seminar, courtesy of MS&L.
How to Fail at Corporate Blogging
- Don’t bother getting buy-in from top leadership before launch…everyone likes surprises.
- There’s no need to create a clear mission for your blog. People are deeply interested to learn what you had for lunch.
- Assign interns to plan your blog. They live in that 2.0 world and will know what to do.
- Ignore the comments you get. This is your blog, after all.
- Original content isn’t necessary. Just post your press releases.
- Don’t worry about posting frequently…the blog will take care of itself.
- Don’t moderate your comments; spammers are entitles to free speech, too.
- Delete negative comments about your products or leadership. You don’t need the bad publicity.
- Host your blog URL on a .blogspot, .typepad or .wordpress extension. No need to spend extra money on your own domain name or a custom design.
- Don’t plan on changing anything else in your company: It is just a communications venture, after all.