A Look at Corporate Blogs - 2007

James L. Horton

It is risky to write about corporate blogs. They change by the day and their
purposes may not always be clear. Some have regular postings, others are
irregular, and still others are stillborn. But, we’re going to take that risk in
order to find out what corporate blogs can tell one from a PR perspective at
this stage in their maturation. We have focused deliberately on large
organizations and on blogs sponsored by a corporation or written by senior
corporate executives. Our selected samples were taken from Constantin
Basturea’s New PR Wiki.
http://www.thenewpr.com/wiki/pmwiki.php/Main/HomePage

One fact became clear during the mini-survey. Some organizations know
what to do with blogging and are deeply involved in them. Other
organizations are stumbling. They have half-hearted attempts that are often
out-of-date, excessively promotional and uninteresting. Still other
organizations are somewhere in the middle. Sun Microsystems, for example,
has an active CEO blogger, but some other executives post rarely. The
overall impression is one of inconsistency. There is no apparent trend among
companies that use blogging well compared to those that don’t, nor does
there appear to be a trend that indicates blogging is better for some industries
rather than others. However, there are lessons from reading through
corporate blogs that PR practitioners might find useful.

• Strategy. There should be a defined strategy for a corporate blog tied

to a corporation’s positioning and to reader interest This did not always
appear to be the case in the blogs examined. Some corporate blogs
appeared to be the result of a bloggers’ personal interests loosely
affiliated with their firms. Even though blogs are personal expression, a
blog sponsored by a corporation on a corporation’s web page carries
the corporation’s credibility with it. A company should use a blog to
gain differentiation and advantage, if possible. Some of the blogs
examined did that, such as Dell and SAP. These blogs were
distinguished by addressing topics of direct interest to customers.

• Statement of purpose. The purpose of the blog should be stated up

front, so readers know what the blog is about. Few of the corporate
blogs examined did this. Statements of purpose were often buried in
the “about” section or not given at all.

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• Readership. Corporate bloggers should define readership and focus
on serving those readers’ interests. Few blogs can be all things to all
readers. It is better to go into depth for a targeted group to build
credibility with them. This means PR practitioners should help segment
audiences when advising would-be corporate bloggers. The corollary
of this approach is that the totality of corporate blogs ideally should
reach the totality of audiences to whom a corporation communicates.
However, this is hardly possible because there is a limit to the number
of employees who wish to blog and topics they wish to blog about.

• Blogging rules. There should be defined rules for blogging to keep

the blogger and the corporation out of trouble – what may be
commented on and what avoided. Rules should not be so restrictive as
to discourage blogging. (Even corporate blogs are largely voluntary
and personal expression.) If a corporation assigns an individual to
blog, it may impose more control on content. Most blogs examined did
not define blogging rules. There is always a risk of a blogger going too
far, and there have been reported instances where it has happened.
None of the blogs examined for this essay appeared to stray over a line
of propriety or confidential corporate information.

• Commitment: Corporate blogs require commitment to regular posting

This commitment is not easy to make, especially for busy executives.
Ask a would-be blogger if the individual is ready to post several times a
week. If not, discourage blogging.

• Customer service blogs: Several blogs dealt with customer service

issues and were effective in doing so. There is immediate need for
blogging in customer service, and companies that recognize the need
are well positioned.

• Editing. Shorter entries are better than long. Some bloggers have
mastered this, but others write screeds. Some corporate blogs have
editors, which is a good idea to keep a consistency of tone and topic.
One function of an editor should be to cut away marketing hype and
keep a conversational tone to postings.

• Purging. If a blog hasn’t been updated in months, get rid of it. An out-
of-date blog leaves the impression that of an individual and/or company
doesn’t care enough to carry on a conversation. It is better not to blog
at all and not to take corporate web site space.

• Frequency. If a blog is active, there is still an issue of frequency.

Posting every two to three days is a minimum to sustain interest.
Some bloggers posted about three times a month – hardly enough.

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 • Comments: Comments are a good indicator of the size and interest of
blog readership. Comments, however, must be moderated to keep
inappropriate remarks off a corporate web page/blog. A few of the
blogs examined had a healthy stream of comments per posting. Most
did not. Large consumer brands have a greater chance of sparking
conversation than BtoB and narrowly targeted businesses.

• Content: Blogs devour content, and it is hard to keep them supplied

with fresh material. For that reason, it is better to have several
contributors to a blog than one person. This means finding and
cultivating active posters, a challenging task in itself.

Here then are brief comments on 15 corporations’ approaches to blogging.

• Accenture.
(http://www.accenture.com/Global/Research_and_Insights/Accenture_
Blogs/) Befitting a consulting firm, Accenture has several corporate
blogs – six at the time of writing that covered a range of technology and
career-related areas. The statement of purpose for the blogs was
clear. Our blogs feature thought leadership on a wide range of business
issues, with a particular focus on helping companies achieve high
performance. Here you'll also find blogs about emerging technologies and
career experiences from select employees. Entries were sporadic but
lengthy, informative, sometimes technical and sometimes chatty.
However, for a high-tech consulting company of the size and
importance of Accenture, the small number of blogs is a
disappointment.

• Boeing. “Randy’s blog’ (http://boeingblogs.com/randy/)This blog

comes from Boeing’s vice president of marketing for commercial
airlines, and it is focused on the airline industry and Boeing activities.
The blog’s stated objective is clear. Appointed vice president,
marketing in April 2007, Randy T. is continuing to spread the word
around the globe about Boeing’s outstanding products and world-class
services. A big part of the job involves understanding and
communicating market requirements and the market outlook, and
supporting market positioning and sales activities. His blog is a direct
extension of his marketing communications work. Postings to the blog
are irregular, and there were no archives when it was examined. Blog
entries were informative and not too sales driven. There were a
healthy number of comments for each entry.

• Dell. Direct2Dell. (http://direct2dell.com/one2one/default.aspx). This

blog supports customer service, although there is no statement of
purpose on the blog site. Posting archives are broken into topics from

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 battery recall through XPS 700 Motherboard exchange program rather
than into dates. This is especially helpful for customers researching
issues. Entries are informative and honest, especially about Dell’s
customer service problems. There are multiple authors of the blog
from different departments at Dell, but one blogger seemed to carry the
weight of entries. Comments are consistent, if light, for most postings.
However, a particularly popular posting such as Dell’s commitment to
Linux generated a heavy response.

• Delta Airlines. (http://blog.delta.com/) Middle managers at Delta write

this blog. It has a clear statement of intent. The Delta blog will take
you under the wing and behind the scenes sharing stories on ideas,
changes, our people, and their working lives. Posts examined
provoked a surprising amount of comment, both positive and negative.
Some sparked dozens of replies from travelers, critics and fans. If one
purpose of a blog is to spark conversation with customers, then Delta
appears to have a successful effort.

• General Motors. Fastlane Blog (http://fastlane.gmblogs.com/) Bob Lutz

who heads design at GM started this blog in January 2005, which makes it
one of the early corporate blogs. It features entries from a number of
company executives, and it has a blog editor who also posts. Entries are
product-oriented, and marketing is not far below the surface. From the
beginning, the blog was used to get wider distribution of Lutz’s speeches,
and Lutz uses it to publish observations on the auto industry and auto
design. Entries are informative and comments are plentiful indicating a
healthy readership. The blog’s statement of purpose was hard to find, but
it was clear. GM’s FastLane blog is a forum for GM executives to talk
about GM’s current and future products and services, although non-
executives sometimes appear here to discuss the development and
design of important products. On occasion, FastLane can be utilized to
discuss other important issues facing the company. The blog also has
a clearly stated blogger policy:

1. We will tell the truth. We will acknowledge and correct any

mistakes promptly.
2. We will not delete comments unless they are spam, off-topic,
or defamatory.
3. We will reply to comments when appropriate as promptly as
possible.
4. We will link to online references and original source materials
directly
5. We will disagree with other opinions respectfully.

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• Google. The official Google blog (http://googleblog.blogspot.com/) is
one of more than 60 blogs in multiple languages that Google supports,
most of which focus on Google services. The official blog is written by
various engineers and managers, and its statement of purpose is in its
headline, Insights from Googlers into our products, technology and the
Google culture.” The blog is a mix of hard and soft news and
informative insights. There are no comments. Postings tend to be
long. The blog is a working tool and promotional effort for Google, and
archives are filed by topic.

• Johnson & Johnson. (http://www.jnjbtw.com/)This blog defines itself

well. There are more than 120,000 people who work for Johnson &
Johnson and its operating companies. We're some of them, and
through JNJ BTW, we will try to find a voice that often gets lost in
formal communications. The blog editor is a former wire service
reporter who works in J&J’s corporate communications department. He
also writes most of the entries, which are broader in focus than the
Delta blog but often interesting. A significant number of entries are in
response to news events and not to what J&J is doing as a company.
There are few comments – rarely more than one or two - for any given
entry. Although the blogger said he wanted to interview more
individuals within the company, there weren’t many entries that
indicated he had done so. The blog lists several contributors, but
postings appear to indicate one person is largely carrying the effort.

• Microsoft. Microsoft supports hundreds of blogs.

(http://www.microsoft.com/communities/blogs/PortalHome.mspx) Most
are directly related to Microsoft products and services, and many of the
entries are highly technical. Microsoft’s statement of purpose for the
blogs is broad. These blogs will provide you insights and opinions
about using Microsoft technologies and software. Microsoft has a
blogging portal that allows readers to search blogs by keyword. It is
clear Microsoft is striving to maintain close ties to customers through
blogging.

• New York Stock Exchange. (http://exchanges.nyse.com/) Although

the blog shows five authors, it appears that one blogger is carrying
most of the weight. Postings are frequent but not daily. Comments are
sparse. The blog is chatty but focused mostly on the business of the
exchange. Its statement of purpose is clear. Exchanges is a blog about
the markets, products and services of NYSE Euronext, the world's largest
exchange group. Our goal is to share information and insights, and to
have you share yours. The blog also has a well-stated comment policy.
We may edit comments for length, foul language, grammar, personal
attacks or other reasons. We allow anonymous or pseudonymous

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 comments, although we prefer signed comments, which we believe carry
more weight in the online conversation. We also do our best to answer
questions and respond to comments, within the constraints of the fact that
blogging is not a full-time gig for any of us.

• Oracle. Oracle supported 18 executive blogs at the time of writing.

(http://www.oracle.com/corporate/executive/blog/index.html). Its
statement of purpose for them was broad. News and opinion from the
visionaries who are driving Oracle Fusion. A quick scan showed at
least four of the blogs were months out of date, or effectively,
abandoned. Postings tended to be technical and directed at Oracle’s
customers. It would be easy to conclude that Oracle’s executives were
not convinced about blogging.

• Pitney Bowes. Interestingly, Pitney Bowes’ executive chairman is a

blogger under his own name and not that of the corporation
(http://www.mikecritelli.com/) It appears that the corporation may want
to keep a distance. The blog’s disclaimer reinforces this point. This is
Mike Critelli's blog. The views and statements expressed herein are those
of Mike Critelli and, in the case of a comment, those of the person who
submits such comment, and not necessarily those of Pitney Bowes Inc.
While there is no statement of purpose, Mr. Critelli provides a long bio
that details his interest and his career. Mr. Critelli is a regular poster of
lengthy entries arguing for his points of view and a thoughtful
commentator. He files postings both by time and by topic.

• PriceWaterhouseCoopers. This global accounting firm titles its blog

page “PwC UK blogs.”( http://pwc.blogs.com ) Oddly, no other
countries are represented. There were five blogs in all at the time of
writing – three devoted to technical matters and two to human
resources and recruitment. There was no statement of purpose for the
blogs. A scan of individual blogs showed that posting and comments
were light in the corporate reporting blog – about twice a month. The
finance and treasury blog had posting gaps months apart. A blog
devoted to international financial reporting had postings of three times
a month. The two blogs devoted to human resources and career
issues were similarly light in postings and comments. Based on this, it
did not appear that PWC UK was invested in or convinced about
blogging at the time of writing.

• SAP. This software giant is a heavy blog user and its aggregation
page is full of postings on a wide variety of topics.
(https://www.sdn.sap.com/irj/sdn/weblogs ) While many postings were
about promotional activities of SAP developers, such as attending
conferences, as many were about technical topics. One day alone had

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 11 different postings aggregated from 11 blogs. A reader of the
aggregation page could quickly gain a feeling for the activities in which
SAP is engaged. SAP files postings in several ways – by date, by
topic, by top posts, active bloggers and podcasts.

• Sun Microsystems. This hardware firm features seven executive and

news blogs on its corporate page
(http://www.sun.com/aboutsun/media/blogs/index.jsp ) There is no
statement of purpose for the blogs. One is written by Sun’s CEO, an
active blogger, who posts at length every few days. His topics are
usually company-oriented but thoughtful. Sun’s technology executive
was an infrequent poster at the time of writing with more than a month
between postings. The head of software was even less frequent with
more than two months from the last posting. Surprisingly, Sun’s
general counsel was an active poster – several times a month – and
his lengthy commentary included both technical legal issues and
personal reflections. Sun’s vice president of Eco Responsibility also
was an active poster who discussed such issues as carbon footprints.
As one might expect, Sun’s news blog had daily entries, while its
reviews blog was nearly daily in its postings. It appeared that Sun is on
the road to blogging but not there yet.

• Yahoo. (http://yodel.yahoo.com/ ) This blog appears to have been in

existence since August, 2006. From the beginning, a range of
individuals have posted to it, including Yahoo’s CEO who generated
the most comments. Oddly, there weren’t many comments to most of
the posts examined, which throws into question the relationship
between the size of a consumer brand and the amount of conversation
with it. The site states its purpose well. We’ll provide insights into our
company, our people, our culture, and the things that occupy our
minds. We’ll cover emerging trends, provide some behind-the-scenes
commentary, profile interesting Yahoos, spotlight our beloved users,
reveal some of our quirks, tap into guest bloggers, sprinkle in some
videos, podcasts and photo essays, and generally think out loud (lucky
you… you get to listen). Sure, we’ll touch on news, but we’ll try to
provide a new twist on things to make every visit worth your while.

Summary

Blogging requires dedication to do well. Some companies have taken to it:

Others haven’t and never will. From a public relations perspective, blogging
should be strategic with a clear purpose for the existence of each blog.
Blogs, although largely voluntary, ideally should be coordinated to present a
broad picture of an organization, its activities and issues. However,
coordination may be an insuperable challenge for PR practitioners because

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some departments will have no one who is interested in blogging, while others
may have several. From the brief review of the blogs above, few, if any, of
the corporations had achieved broad transparency, although some such as
Microsoft, Google and SAP appeared to have come close.

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Copyright 2007, James L. Horton

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