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BLOG POLICIES AND BEST PRACTICES

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Funny and frivolous, solved their problem, and let them talk about some behind-the-scenes stuff that people might not know much about already. ... – PowerPoint PPT presentation

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Title: BLOG POLICIES AND BEST PRACTICES


1
BLOG POLICIES AND BEST PRACTICES
2
WILL YOU HAVE LEGAL PROBLEMS?
  • Libel
  • Revealing trade secrets
  • Revealing information before you are legally able
    to do so

3
THE MYTH OF TRANSPARENCY
  • Many bloggers believe that blogs are a tool of
    truth-tellers and whistle blowers. The political
    bloggers have capitalized on this theory, but
    businesses are often cut by the other side of the
    sword.

4
TWO KINDS OF POLICIES
  • First, a code of ethics for the corporate blog
  • Second, a policy that employees can use to guide
    their use of blogs and work issues

5
WHY INSTITUTE A CORPORATE BLOG POLICY?
6
DEALING WITH EXPECTATIONS
7
DEALING WITH PROBLEMS
8
DEALING WITH FLAMES AND TROLLS
9
DEALING WITH SPAM
10
BLOG POLICY ISSUES
  • Will your blog be edited prior to publication?
  • How will you handle mistakes and corrections?
  • How will you handle updates and late-breaking
    news on a topic you blogged about earlier?

11
BLOG POLICY ISSUES
  • When will you link to other sites, and why?
  • Will you mention competitors? Will you criticize
    them?
  • How will you handle criticism from bloggers,
    readers, or competitors?

12
SAMPLE POLICY STATEMENTS
  • I will tell the truth.
  • I will write deliberately and with accuracy.
  • I will acknowledge and correct mistakes promptly.
  • I will preserve the original post, using
    notations to show where I have made changes so as
    to maintain the integrity of my publishing.
  • I will never delete a post.
  • I will not delete comments unless they are spam
    or off-topic.

13
SAMPLE POLICY STATEMENTS
  • I will reply to emails and comments when
    appropriate, and do so promptly.
  • I will strive for high quality with every post
    including basic spellchecking.
  • I will stay on topic.
  • I will disagree with other opinions respectfully.
  • I will link to online references and original
    source materials directly.
  • I will disclose conflicts of interest.
  • I will keep private issues and topics private,
    since discussing private issues would jeopardize
    my personal and work relationships.

14
UPDATES
15
CORRECTIONS
16
CHOOSING A BLOGGER
17
WHY READ BLOGS?
18
IF YOU WANT YOUR BLOG TO...
  • Open up your company to the public
  • Make the company and its goals more transparent
    and accessible to its customers
  • Build relationships between people

19
THEN YOUR BLOGGER MUST
20
HAVE PERSONALITY
21
HAVE REAL KNOWLEDGE
22
KNOW YOUR CORPORATE CULTURE
23
HAVE TIME TO BLOG
24
BE ABLE TO WRITE WELL,AND QUICKLY
25
BLOG PARTICIPATION
  • Should you pay your employees to blog?
  • Should you give them blog software?
  • Should you make blogging part of their job
    description?

26
COMPENSATION OPTIONS
  • Pay for each post, thus rewarding those who post
    more often with higher compensation
  • Give bonuses
  • Give recognition or prizes

27
OUTSOURCING YOUR BLOGGING
  • You can hire someone else to blog for you,
    instead of adding it to the workload of your
    employees.

28
OUTSOURCING
  • ADVANTAGES
  • Fresh eye on the company
  • Your busy employees dont have to do the blogging
  • Hire a writer or journalist, so you get expertise
    you dont have in-house
  • Demonstrates openness to the public
  • DISADVANTAGES
  • Blogger wont know your company inside and out
  • May not understand the corporate culture
  • May get side-tracked by interesting but off-topic
    issues
  • May require more supervision

29
CREATIVE MARKETING BLOGS
  • Fictional story line
  • Fictional blogger
  • Fictional product
  • Fictional comments

30
TYPES OF FAKE BLOGS
  • Character blogs, in which the blogger is a figure
    like a cartoon that doesnt exist.

31
WHY ARE THESE CRITICIZED?
  • Historically speaking, information should be free
    (apparently this only applies to finances) free
    to consume, free of commercial messages

32
  • Information should be true. In a medium where
    people are hidden, information should be true,
    accurate and NOT misleading.

33
  • Blogs began as diaries. You're supposed to tell
    the truth to your diary never mind the many
    literary examples of people who don't use diaries
    as a day-to-day record.

34
  • Blogs as diaries meant that bloggers were
    supposed to be revealing themselves, in
    nitty-gritty detail. (This is perhaps why blogs
    haven't had a great reputation in the past.)
    Blogs that arent revealing are sometimes assumed
    to be hiding something.

35
  • All this means that a blog that isn't a heartfelt
    memoir a blog that perhaps plays tricks or
    games, or that contains (gasp) a commercial
    message are suspect, and should be roundly
    condemned.

36
  • And, to be honest, some of these fake blogs
    actually are untruthful, are manufactured
    responses by people that don't exist. Blogs that
    pose as being something they aren't, and don't
    explain that those are the real fakes.

37
WHERE YOU CAN GO WRONG
  • Fake blogs that try to trick the public
  • Character blogs in which the character isnt
    obviously a character, and so can be misread as
    real
  • No disclosure

38
RAGING COW BLOG
  • Dr Pepper tried to get teens to blog about their
    milk drink Raging Cow and this backfired, because
    none of those who blogged disclosed their
    relationship with Dr Pepper. There was no
    impropriety, but only the possibility of it, but
    that didnt matter. (There was also a blog
    written by the Raging Cow, as she traveled across
    the country. Might have been cool, but got tarred
    with the same brush as the other effort.)
    Boycotted.

39
Mazda M3 Blog
  • October 2004 blog purported to be the blog of a
    fan who had taped commercials from television and
    put them online (the hope, presumably was that
    they would be distributed virally). As it turned
    out, the station from which the commercials were
    taped doesnt run advertising, and the ads had
    such high production values the suspicion was
    that no one but Mazda could be responsible for
    them. Mazda guilty? Never proved, but people
    believed there was a con attempt.

40
Moosetopia
  • Created by Denali to promote ice cream Moose
    Tracks to promote an ice cream brand. Full
    disclosure, posts with photos, jokes (mostly
    lame). Not clear who the audience is, but no
    one's outraged.

41
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42
Lincoln Fry Blog
  • Blog created by a person (McDonald's) who claims
    to have found a French fry with the profile of
    Abraham Lincoln. Fake blog, complete with
    misspellings, bad photography, a first test post,
    and so on. Generally regarded by blogosphere as a
    completely lame attempt.

43
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44
Delicious Destinations Blog
  • Written by fictitious character T. Alexander,
    used by GourmetStation in their marketing and
    newsletters to talk about food and food issues.
    Written in first person, launched in March. Good
    disclosure, some controversy just because the
    writer wasnt real.

45
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46
Lance Armstrong Bike Blog
  • The Austin-American Statesman solved the problem
    of covering the Tour de France when we all knew
    Lance Armstrong is doing to win it again by
    creating a blog for Lance Armstrong's bike.
    Funny and frivolous, solved their problem, and
    let them talk about some behind-the-scenes stuff
    that people might not know much about already. No
    one was deceived, there was still value in
    reading it, and it was fun.

47
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48
DISCLOSE
  • Put up an explanation of whatever is fake
  • Make your character obviously unreal (like a
    moose)
  • Put a disclaimer at the top of each page
  • Or, do all three!
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