October 1, 2014

Blogging For CIOs A Cautionary Tale

Posted by: of One By One Media on 09/13/06

Niall Cook yesterday posted about CIOs and their thoughts about corporate blogs in an article by Andy McCue at Silicon.com.  He and I both agree that perhaps CIOs are a little paranoid when referring to blogs, but in their defense, it is scary for companies to try something new.  Many businesses don’t want to be the leader in new and different ways of corporate communication.  They like to be copycat for the things that work.  Until companies begin to embrace blogs as an online marketing tool and a way to communicate with clients and customers, they will tread lightly, making sure that the water is warm before jumping in the pool.  The best example of the fear is exemplified in the comment by Rob Wharton, CIO of Colt Telecoms:

“Blogs are popular because they tend to represent personal opinions and personality rather than corporate messages. Therefore we need to take a great deal of care to ensure appropriate use so we don’t devalue the blog concept, whilst avoiding mayhem in what essentially needs to be a controlled message.”

The first part of the comment is spot on, that blogging is a personality of your company and what it represents, and that can be a frightful thought.  What Mr. Wharton needs to realize is consumers and customers want to see that personality and they don’t want the corporate speak of the controlled message.  The “mayhem” he discusses can be controlled if the personality is proper.  Until they see it in action blogs are still the boogey man of corporate communication.

2 comments for Blogging For CIOs A Cautionary Tale »

  1. Blogging has always been a great online marketing tool for our company. Advantages that blogs have over a standard website/webpage can be extremely viable for any online business solution. Blogs have the capability to:

    1. Ensure that your site gets picked up by RSS feed syndication. Other sites will publish your content.
    2. Blogs tend to get indexed alot quicker than static webpages.
    3. A personal feel is added to a blog that entices a visitor to read more with less of a “corporate theme” to it.
    4. The sharing of comments and ideas over a blog can help immensely with community involvement and appeal.

    There are many reasons to incorporate a blog within any online marketing strategy. If you don’t feel like designing a complete blog from scratch, you can always use Blogger.com for quick and easy setup.

    Comment by John Hinkle — September 13, 2006 @ 12:57 pm


  2. [...] This article by Jim Turner opens with a great obvservation: Many businesses don’t want to be the leader in new and different ways of corporate communication.  They like to be copycat for the things that work.  Until companies begin to embrace blogs as an online marketing tool and a way to communicate with clients and customers, they will tread lightly, making sure that the water is warm before jumping in the pool. [...]

    Pingback by andrewterry.com » Blog Archive » Corporate Blogs - CIOs need to get naked. — September 15, 2006 @ 8:56 am


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