After designing a corporate blog, the next step is getting someone to write it.
A majority of the literature I’ve read recently suggest that a writer be well-trained before beginning a blog. Most bloggers lack the credibility, training, and objectivity that the mainstream media possess (Kent, 2008), therefore, it is important that a writer knows what they’re doing before diving into the blogosphere.
Kent (2008) writes, “A blog will only be useful to an organization if it has someone to maintain it, someone trained in effective dialogic communication, and someone who has the trust of individuals and publics.” Listening and conversation skills are essential (Holtz & Demopoulos, 2006).
Some organizations fear employees may communicate negative or confidential info (Wright & Hinson, 2008). Concerning CEO blogs, Terilli, Jr. and Arnorsdottir (2008) write that a CEO must be adequately trained on when to go public or when to remain silent on an issue. They are creating a permanent, archived and publicly available record unlike what they may say in a board meeting.
Dwyer (2007) evaluates blog authors by effort and benevolence. Effort includes the number of words used, number of follow-up comments, and number of trackbacks. Benevolence measures supportiveness, positive feelings, expression of morals, positive wording, affection and expression of “gained enlightenment.” A writer could be trained in some of these skills.
Next up: More on training, and who should write a corporate blog?
Whodunit? « Blog o' Blogs said
[...] authors, blogs, CEO blogs, character blogs, corporate blogs, ghostwriters As mentioned in the previous post, there are a slew of qualities and skills a corporate blog writer needs, among them credibility, [...]