Not everyone should blog, according to Molly Holzschlag and Darren Barefoot – well, at least not in the corporate environment. The best bloggers for your organization will be those who are passionate about your business (and not necessarily part of upper management). Just as important, they need to be articulate. Some other points include –
- Understanding your Blogging Environment: Read other bloggers in your industry. Cite other bloggers. Controversy is interesting and will draw more conversations. Explain what differentiates your product or service.
- Understanding your Audience: Know your voice and the voice that connects with your readers. Find out their interests, create a relationship where you are listening to their feedback. Be authentic and transparent.