Panel - Best Practices in Corporate Blogging and Social Media
Moderated by Mike Manuel, of Voce Communications and included an esteemed panel made of:
- John Cass
- Shel Israel
- Giovanni Rodriguez
- Debbie Weil
- Josh Hallett
John Cass
Based on case study research, the aspects of best practice companies for blogging:
-Culture
-Trust
-Training (particularly in the Intuit case). Employees want to get it right
Josh Hallett
Own your own domain name and own your own content. Small corporations don't think things through enough and large corporations think things through too much.
Shel Israel
There are no best practices because all of this stuff is so young and best practices are tried and true.
To be effective every now and then you need to do something risky, and attract attention.When you take risks you increase the chance of making a mistake, show that you are a real person. People see organizations as an "it."
A blog needs to be spontaneous, when it becomes contrived, it becomes a worse practice. People that respond to blogs are passionate.
Debbie Weil
Blogs are:
- Content hosts - for video, podcasts
- Community builders
- Identity creators
Blogs are where you are finding the freshes, smartest content.
Three best practices:
1. Confront your fear - fear of loss of control, fear of technology.
2. Embrace experimentation - don't be afraid to make mistakes.
3. Transparency and honesty is the standard - It is a culture change.
Giovanni Rodriguez
Social media represents the chance for PR to go beyond media relations and deliver on its mission of talking to the public.
Blogging has shown that we are ready to talk, but it is not clear that we are ready to listen.
Blogs are a good medium for early adpoters in PR because we are often writers at heart. However, there are other mediums to consider - just look at the popularity of video and YouTube.
Blogging was the first of the breakthrough social media tools, it is the most refined, and easiest to grab onto.
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