Corporate Blogging A Failure For Tower

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According to the stillhq.com blogger … his company’s test of internal corporate blogging has been a failure so far.

Too few posts, too few comments, people aren’t reading, there’s not enough content, too few employees use aggregators.

When I first saw this I thought we could have a good example to learn from, but they’ve only been on it for a week or so. It’s way too early to know anything about the interest in and potential of their blogging.

I’m convinced that all of them will read if the content is good enough. If the posts helps them do their job, people will read. Publishing is – has always been – exactly that easy and exactly that hard.

But if I would give them one tip it would be to forget about the aggregator “problem”. An internal blog doesn’t have be read in a news reader. Most companies have some kind of intranet or electronical project space. Publish the blog there.

Aggregators are only useful if you read a lot of blogs or other feeds. If these people don’t, why make it more difficult than it has to be?

I also think the number of comments is a useless measure of success. A blog can be an extremely powerful resource without ever being commented on. It all depends on what the purpose of the blog is.

If the only, or main, objective is to have discussions a blog is the wrong tool from the beginning. There are so many other ways to solve this in an internal corporate setting (message boards, IM etc).

Fredrik Wacka is the author and founder of the popular CorporateBlogging.Info blog which is a guide to business and corporate blogging.

Visit Fredrik Wacka’s blog: CorporateBlogging.Info.

Corporate Blogging A Failure For Tower
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