Most blogs in Kenya are personal ones, many of the bloggers describe and offer their readers a glimpse into their lives, consequently they make for interesting reading. These are followed by political commentary blogs, what with the fascination with politics. Follow this with a couple of financial blogs, poetry blogs and technology blogs and you find that you will be spoilt for choice when looking for compelling reading within the Kenyan ‘blogosphere’.
One area that is conspicuously absent or lacking is corporate/company blogs, on a company’s website you will find the blog section to be usually out of date and generally ignored. This is unfortunate because in terms of ease of communication this platform would be the best for the company to offer a regular update of goings on to its clients, customers and to the general internet public. Wikipedia defines corporate blogging as ‘….. a weblog is published and used by an organization to reach its organizational goals‘, adding that..’ The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads‘.
We would like to offer a few pointers on how to run a successful and relevant company blog:
- Establish guidelines. This should be done from the outset as they will guide the bloggers on what topics to cover. These guidelines should also outline the themes that the bloggers will write on on the blog.
- Establish a blogging team. A team should be put in place to ensure regular updates, the blogging duties should also be part of the tasks and not seen as an additional/side issue.
- Avoid Marketing-speak and PR. Make your blog a window to the soul of the company, a place where the company’s corporate ethos are shared with the on-line public when doing this avoid it being a marketing talk-shop.
- Establish a commenting policy. This will guide your blogging team on how respond to comments. Comments will encourage interaction between the company and your readers. As you blog you will find that comments will come ranging from the constructive ones to insults a commenting policy will make sure your blog does not degenerate into an abuse arena. One thing to note though is to welcome criticism, this will provide valuable feedback to company.
The above four steps should guide you to starting out you company blog, if you need more help doing so, feel free to contact us on how we can work together to make your corporate blog work for you.