Creating the Corporate Blog

A few days ago I wrote Starting the Corporate Blog. Today I read a post at e-mediators about a corporate blogging survey just released by Guidewire and iUpload. (The survey is free but you have to register.) I quickly downloaded it and sent it off to the team lead of our blogging effort. I won’t repeat all the stats here, but my takeaway was that the results seemed to reinforce many of my own thoughts about the current blogging environment:

  • Smaller organizations are adopting faster than bigger companies
  • Bigger companies are mainly concerned about "losing control of the message"
  • Many are hearing the buzz about blogs, but still do not understand the benefits of blogging

I work for a BIG company, so you can guess where we are on the adoption curve. There absolutely is a fear of losing control! Figuring out the benefits is fundamentally what this blog is all about.

In my mind blogs, done well, are a tool to facilitate transparency within and into an organization. Transparency begets trust, trust begets loyal stakeholders, etc. It is all about the conversation!


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