Breaking IT News

December 7 2007

I was having a conversation with a colleague the other day about corporate blogging best practices.  Since so many marketing types these days think "oh, we're going to do a blog!", it's always a good idea to think about how not to do it.

Here's exhibit "A", from my own organization, on how not to do corporate blogging:

Breaking IT News

This just did everything wrong.  It was totally a checkbox exercise..."Did we do a blog on this?  Yep!"

  • Did they customize the look and feel of this blog?  No.  
  • They left the test posting visible.
  • They did a hit-and-run ... one posting and then it was over.  "Breaking IT News" indeed.
  • The post subject: "Biggest IBM News of 2005".  Yeah, that's clearly going to ring as credible with readers.
  • The link: pointing to a generic page, not a specific page of content related to the blog posting.  The reader would have had to then search to find the linked information.
  • How about those comments?  17 spammer splog comments.  Nice.
  • What can we learn from the "About" page?  Absolutely nothing.  It's not there.

We've come a long way to today, where thousands of IBMers are successfully blogging, internally and externally, every single day.  I think we have plenty of "best case" examples now, so let's not dwell too much on the bad one.

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