Ian Green’s writing a short piece for Revolution about corporate blogging.
I’ve added a comment to his ten tips about making sure the organisation is ready. Incorporating social media fully into an organisation’s communications mix means a real culture shift – from control to conversation.
Organisations (and more importantly the people in them) need to realise that they can’t influence the interactions in social media as they can in conventional media. If they haven’t realised that when the blog launches, problems will start to appear once the blog discussions turn to areas that conventional corporate communications would shy away from.
However if the organisation buys the principles of social media, there’s a lot to be gained from dipping a toe in the social media water.