Image by Ivan Walsh
Contributing to the social Web is the quintessential element to any successful social media marketing effort. These contributions can range from developing a persuasive product or service YouTube video to setting up a company fan page on Facebook. One method gaining popularity is the corporate blog. A corporate blog provides a way to directly interact with your customers to craft a company personality, convey your company values and beliefs, empower customers, gather invaluable feedback, generate excitement about new products or services, and generally enhancing your company's presence on the social Web.
However, producing a corporate blog can be tricky. The key is to offer value, while not beating the consumer over the head with the "company line." You want to be informative, while avoiding the appearance of simply spouting "company propaganda." In addition, you a want to be personal, modest, and most important--tell an intriguing story. The majority of corporate blogs have trouble attracting viewers. By telling a story, you not only attract viewership, but encourage comments.
The following are useful resources for establishing an effective corporate blog, while sidestepping common traps and hazards: