by Karen Rynes, Director of Marketing

I've been feeling very guilty about not posting to this blog in 3 weeks.  Early on in my blogging education and at the beginning of this series, I learned that one of the core rules of blogging is that to have a successful business blog, you should post frequently, i.e. daily, at least.  Realistically for me, however, daily posting can be a challenge given the other priorities and project deadlines that are inherent to my job.  With all this in mind, my goal for this series was to post weekly.

When I sat down this morning to catch up on some reading and to contemplate the subject matter for this post, I finally got around to reading last week's MarketingProfs Today e-newsletter.  'Lo and behold there was a case study (premium membership is required to view) by B.L. Ochman that poses the question "Can a corporate blog with a single writer build a large international audience without multiple daily postings?"  Wow!  This is perfect, I thought, and my guilt started fading immediately as I read further.

The gist of it is, that Eric Kintz, Hewlett-Packard's VP of Global Marketing Strategy & Excellence and author of HP's Marketing Excellence blog, was criticized by another blogger for not posting daily.  In his post, which appeared on June 5, 2006 (and is still being linked to worldwide), Kintz refuted that line of thought saying "...Daily posts are a legacy of a Web 1.0 mindset and early Web 2.0 days (meaning 12 months ago!). The pressure around posting frequency will ultimately become a significant barrier to the maturity of blogging."

Being a respected marketer, Kintz has taken some of the pressure off those of us who are not A-list bloggers by starting the discussion of quality vs. quantity when it comes to posts.  While there are still those that disagree, I, for one, agree with Kintz.  The main objective of my Social Media Series is to provide interesting and relevant content and food-for-thought for others who are interested in starting a company blog. 

Eric Kintz's post is evidence that it only takes a single post to generate a discussion that has legs.  So, instead of feeling guilty & pressured to post just for the sake of posting frequently, I now can relax with a clear conscience and spend my time researching topics that I feel are important to the quality of this series.

Thanks for waiting patiently for this post!  As always, your comments & opinions are welcome!

Read Kintz's original post here.

by Karen Rynes, Director of Marketing

I read a couple of great posts yesterday by Mack Collier at The Viral Garden and Marketing Profs DailyFix that address the power of the blog and social media to impact your company's image -- and, in particular, customer service.

The gist is this: when it comes to serving your customer, you'd better make a genuine effort to listen to your customer to ensure they are happy, otherwise it could cost you MUCH more in the long run.  In other words, don't just provide lip service (or a coupon) -- do what is best for the customer (if at all possible) instead of simply what is easier or cheaper for the company.

Collier hits it on the nose in a response to a comment made to his post, saying "I think the problem is, too many retailers focus more on teaching the associates how to take the customer's money back to management, and not their feedback."

In the not-so-distant past, one unhappy customer would tell 5 friends about their experience, and those 5 people would each tell another 5, and so on...until as a result, you had MANY people who chose not to patronize your business based on the experience of one person who they probably didn't even know personally!  Now take that phenomenon and multiply it by infinity, and you realize the power that a single negative blog post could have instantaneously!  It could cost you tens, hundreds, thousands or more in potential sales because of the power of the Internet.

This subject also ties back in with 2 of my previous posts (The Art of Listening and Blogging is a 2-way Street) as Collier says, "The smart companies are the ones that will take an active role in listening, and even participating in the existing conversations within their community."

I'm not living in a dream world.  I realize that it is virtually impossible for every single customer to walk away a happy one (some people simply cannot be satisfied, no matter what you do)...but we need to avoid enabling the snowball rolling downhill that could result when your effort is not your best effort.  Think about it.

If you'd like to read more about blogging for your company and to view all segments in my ongoing Social Media Series, click here.

By Karen Rynes, Director of Marketing

Happy New Year!  My resolutions this year include the usual suspects...lose a few pounds, exercise more, spend more time with friends, read more -- which is no easy feat with a 12-month old baby who is on the verge of walking & is getting into EVERYTHING!

My resolutions also include a pledge to listen more & learn from what I hear.

As I've said before, blogging is conversational -- it's about people & relationships.  One of the important aspects of business blogging is not only posting to your company blog and sharing your own knowledge or observations, but to listen & respond to what others are saying about you & your industry.

Mike Sansone, on his Converstations blog, posted a great list of tools back in September to help you "eavesdrop" on the conversations happening in the blogosphere.  A couple of items to note from his list are:

1. Use a Feed Aggregator, such as GreatNews or NewsGator, to monitor RSS feeds
2. Set up free Technorati blog searches using your own keywords & tags
3. For the full list go here

Thanks for coming back to check out my Social Media Series this year!  In case you missed it during the holiday craziness, my Dec. 18th post touched on a really thought-provoking subject:  Should companies control what you blog about and/or require confidentiality agreements...even for personal blogging?  What do you think?  I'd love to hear (see...I'm listening!) and learn from your thoughts & opinions on this sure-to-be-controversial topic.

Also, you can review ALL the segments in my ongoing series here.  You'll find that while some of these posts are a couple of months old, they're still current as they communicate best practices.  And, if you haven't read them yet...they're new to you!

By Karen Rynes, Director of Marketing

Last week, I talked about the reasons why a business should blog and what benefits can come from blogging.  There is another important aspect of corporate or business blogging that you should be aware of: making or receiving critical or defamatory remarks and protecting yourself from any legal liability as a result of blogging.

As I noted in my Dec. 4th post blogging is simply an ongoing conversation, which inherently makes it a "free for all."  While this is one of the most attractive things about blogging, it can also be dangerous to a business.

Last week, I came across an eye-opening & thought-provoking post on the IAOC blog by Nancy Flynn, author of the book Blog Rules: A Business Guide to Managing Policy, Public Relations and Legal Issues.

In her post, Nancy points out, "A business blog opens the organization up to potential disasters.  Risks include the loss of trade secrets, confidential information, and intellectual property; negative publicity, damaged reputations, and public embarassment; workplace lawsuits alleging copyright infringement, defamation, sexual harassment, and other claims; court sanctions, legal settlements, and regulatory fines; and lost employee productivity."

She continues by saying when implementing a blog program for your business, companies should "require employees to sign a confidentiality agreement to protect trade secrets and confidential data belonging to the organization, employees, customers, business partners, and other third parties."  This is something that I'm sure many business bloggers have not considered.

On the face of it, certainly it makes sense to want to protect your business from harm.  And it is standard operating procedure in the corporate world to require confidentiality and non-disclosure agreements, or non-compete clauses, from employees, customers and business partners.  So why not require it of employees when it pertains to company blogging, too?  It seems logical.

But...and you knew there'd be a big BUT!...here comes the hot button:  Nancy goes on to write, in addition to covering the company blog, it is also a good idea for the confidentiality agreement to cover posts and comments made on employees' personal blogs and other external blogs.

My first reaction was this is a bit too much like "Big Brother" trying to control our actions outside of work.  What about freedom of speech?  Where does the line blur between work & our personal lives?  You can see how there are strong -- and emotional -- arguments for both sides of this issue.

The purpose of my Social Media series is to educate myself and also to share information and tips I learn about blogging for business.  My intent here is not to take a stand one way or the other on this particular issue -- but to raise the question.  I believe this subject is relevant, and, despite the fact that it is a controversial topic, there is a tremendous opportunity to open up the discussion to see what you think and feel.  After all, the blogosphere is a collection of conversations -- so why not hold the conversation on this topic right here?

While the legal system has not yet caught up with many Web 2.0 and social media technologies, that doesn't mean you shouldn't bother to recognize the potential legal implications of blogging and have the foresight to implement rules and policies within your organization that will enable you to avoid a potential PR or shareholder disaster...or worse.  So, the questions are:  should there be rules and should those rules or policies extend outside of the workplace?

What do you think?  Do you agree?  Vehemently disagree?  Feel indifferent?  Does your company have a blogging policy?  We all learn from one another and I'd love to hear your comments & opinions!

You can read Nancy's entire post "Blog Rules:  12 Best Practices to Keep You in Business -- And Out of Court -- With Your Reputation Intact" here.

As always, thanks for reading my series on Social Media!  For related material, here's last week's post about why your business should blog.

Note:  I'll be out of town for the holidays, so the next series post won't appear until after the New Year, but I will check in when I can for comments, reacting, and of course, reading other blogs in between sips of egg nog!  Merry Christmas & happy holidays, everyone! 

By Karen Rynes, Director of Marketing

As we have already learned here at Jaduka, blogging is a great medium with which to communicate with our employees and customers.  As easy as blogging may seem, however, starting a corporate blog is something that requires a substantial amount of forethought, time, commitment & due diligence.

While you can certainly promote your company's products, a corporate blog needs to be more than simply an online brochure.  You need to provide content & information that visitors will find useful & interesting.  You need to give them a reason to come back and spend more time reading (& hopefully, commenting on) your blog.

Northeastern University and Backbone Media Inc. released a study this month titled "What Makes a Successful Corporate Blog."  Here are the 5 factors that they found that consistently contributed to the success or failure of a blog:

1.  Culture: If a company has particular cultural traits worth revealing or a bad reputation it wants to repudiate, blogging can be an attractive option.

2.  Transparency: This is critical to establishing credibility and trust with an audience. People want to see an honest portrayal of a company and know that there are not ulterior motives behind the blog. Blog audiences respect a willingness to disclose all points of view on a subject.

3.  Time: It takes a lot of time to set up, research and write a quality blog. Companies need to identify a person who has the time or whose schedule is freed up to make the time, or need to engage a group of people to share the responsibility.

4.  Dialogue: A company's ability and willingness to engage in a dialogue with its customers about topics they are interested in is critical to its blogging success.

5.  Entertaining writing style and personalization: The bloggers' writing style and how much they are willing to reveal about their lives, experience and opinions brings human interest to blogs, helps build a personal connection with readers and will keep people reading.

You'll notice that this week's "top tip" may seem like deja vu.  There's the honesty component of blogging that is rearing it's not-so-ugly head again!  (see my post from 11-11-06)

As a strategic marketing tool, blogging allows us to promote both our company & products, increase company awareness by communicating with other bloggers within our industry and ultimately, improve our bottom line profitability.  Today, I came across another great article at Bulldog Reporter's Daily Dog.  Here, Richard Nacht, president of Blogging Systems lists his Top 10 strategic benefits of blogging.

The bottom line here is, before you embark on a corporate blog, you need to evalute your reasons for doing it and do your research in order to provide compelling content.

For even more tips on starting a company blog, check out this article by Mack Collier at MarketingProfs. (Note - this article is "premium", i.e. paid, content, so you'll need to have that subscription level at MarketingProfs to access - but it's worth it!)

Thanks for reading!  In case you missed it, here's last week's post on participating in the blog community.  And as always, your comments & tips are welcome!

By Karen Rynes, Director of Marketing

Blogging is about people and relationships.  The biggest thing to remember about the blogosphere is that many conversations are happening among many people.  Writing on your own blog lets you voice a view.  And, if you allow comments on your blog, you can get a two-way conversation going there.  But that is not enough.

The key to successful blogging is to join in the conversation by not only posting to your own blog but posting comments at and participating in other blogs.  You'll evolve from being a blogger who posts to being a blogger who participates in bringing both sides together...and become an active member of the community.

Doesn't this sound like relationships in real life?  That's why I said that blogs are about people!

As Liz "ME" Strauss at Successful (& Outstanding) Blog(gers) puts it, "Visiting a blog is much like stopping by a neighbor's house.  It's a cordial way to let the owner know that you stopped by.  If you've stayed long enough to read something, leaving a comment is a nice gesture and a relationship-building act.  It's like leaving your calling card on a business call or leaving a note at the house of a friend."

Reading and commenting on other blogs provides many benefits.  You can:

• Get to know new colleagues
• Stay relevant on industry news
• Learn new tips
• Increase traffic at your blog
• Enlist new customers
• Find content to post on your blog
• And much more!

Additionally, you also need to respond to comments that appear on your own blog even if it is a simple "thanks for the comment."  This will show your readers that you are listening and value their comments, which will make them come back again...and again.  And with that, you have started a relationship!

This week, I encourage you to take the time to visit, read & comment on at least 3 new blogs.  You'll get the satisfaction of sharing a few of your own opinions and you'll also probably gain a few new readers!

Thanks again for tuning in to this ongoing series on Social Media that I post every Monday.  In case you missed it, here's last week's post on honesty & full disclosure.

P.S.

• For more about commenting on blogs, check out what else Liz "ME" Strauss has to say about Comments & Comment Policies.
• Back in October, Mack Collier of The Viral Garden decided to "walk the walk" and lead by example to fellow bloggers by posting "100 Comments" in under a week!  He runs a very popular marketing blog centered on the community...and commenting is definitely a community-building tactic.  Here's the post.

By Karen Rynes, Director of Marketing

While it seems like the subject is a bit heavy to digest along with 4 days' worth of turkey leftovers, ethics and full disclosure is a hot topic in the blogosphere these days.  It would seem to me that full disclosure and transparency would be a given.  In blogging, just as in journalism, you are publishing your words to the world, therefore, some of the same ethical policies can & should be applied to blogging. 

 By definition, full disclosure in journalism refers to disclosing the interests of the writer which may bear on the subject being written about.  For example, as a reader, you should be aware that you are reading this post on the Jaduka corporate blog and I am an employee of Jaduka.  Obviously, content & opinions generated in this blog are going to be associated with Jaduka company interests.   

By the same token, if I am commenting on another blog, especially if it is in regards to a subject, industry or product within Jaduka’s niche, in the interest of full disclosure I should identify myself & association in my comment…which I always do.

 A blogger's code of ethics includes these 3 policies:  

1. Disclose conflicts of interest, affiliations, activities and personal agendas.
2. Deny favored treatment to advertisers and special interests and resist their pressure to influence content. When exceptions are made, disclose them fully to readers.
3. Be wary of sources offering information for favors. When accepting such information, disclose the favors.

You can go on for days on the subject of ethical blogging, but the bottom line here is…you’ll never go wrong if you are HONEST!  It is the ONLY policy!

Please check back next week, when I’ll be talking about joining the conversation & commenting on other people’s blogs.  Not only is participating in others’ blogs important to stay relevant on your industry & field, it’s also a great way to meet new colleagues…even mentors.  And of course, feel free to comment if you have any input, tips, posts or articles.  And for those who may have missed them, here's Part 1 and Part 2 of my Social Media Series (in which I discussed "blog writing" tips).  Have a great week!

 P.S. You can check out more on the subject of full disclosure by reading Lorelle VanFossen’s post on Full Disclosure on Corporate & Commercial Blogs or WOMMA's Ethics 20 Questions.

By Karen Rynes, Director of Marketing

Welcome back to my series on best practices for Social Media.  As I stumble & stroll through the blogosphere, I’ve found that the 10 blog writing tips I’m covering have been really helpful to a newbie like me.  It takes time to navigate your way through this new medium and finding great lists of tips & tricks helps to make that progress more productive.

To continue last week's post on bettering your blog posts, here the final 5 writing tips that I’ve compiled which will help you write better posts--and as a result better communicate with your readers!

1. Graphics are good: People love pictures! Not only do graphics add some context and pizzazz they also make your post more interesting and readable (just check out my great graphic up above). You can use illustrations, photos and even logos—it all depends on what is relevant to your post. Just be sure, however, if the images don’t belong to you, that you review any copyrights that apply as and to always credit the source of the graphic.
2. Give a lot of “link love”: The blogosphere is most valuable not because of blogs, but because of people…so, if you read something interesting on another blog, give a "shout out" to your fellow blogger by linking to them through your posts. For instance, I found a great read on blog writing tips from Darren Rowse over at Problogger.
3. Review and read: Not only does reading other blogs keep you informed, it also helps your own writing. By reading others’ work you can see how various writing styles and delivery connects (or doesn’t) with readers—I’ll cover this more in an upcoming post, but keep in mind that blogging doesn’t just mean posting to your own blog but also reading and commenting on other blogs.
4. Use key words: Every industry has keywords that are part of the lingo. Include key words and phrases into your writing so that other readers who are searching for material (and who use those key words in their searches) can easily find your post.
5. Tag your Posts: Tags are key words, phrases or names that are a theme in your post. For example, if I were writing about one of my company’s products I would tag my post with the name of my company (“Jaduka”), the name of the product (“Click-and-Connect”) and the industry category (“voice-enabled web communications”). As you see below, I tag this post with “social media” and “blog writing”. This way when readers type these words into a search engine like Technorati they can easily find this very post.

In case you missed it last week, here are the first 5 tips. Once you start blogging regularly you won’t even need this list as you’ll be a pro in no time! I’ll cover more best practices next week--please do stay tuned. As always, if you have any great tips, posts or articles, please share them through the comments so that both myself and all readers can benefit.  Happy Thanksgiving!