Fear of corporate blogging
By Charlene Li
I'm currently researching how companies should go about blogging (it's a piece that I'll be producing as part of Forrester's Client Choice program -- clients get to choose from a number of different and topics and lo and behold -- blogging was #1). And Robert Scoble comes out with a very thoughtful post piece discussing the fear that holds companies back from setting up blogs.
In the course of my work, I frequently talk with companies struggling with what to do about blogs -- all the pros of connecting with your customers offset by tons of scary legal scenarios.
As I mentioned earlier, this is Forrester's first blog and I've seen something very interesting happening which I thought I'd share with you. I started this blog on September 24th with no publicity or links. On October 13th, I started putting the URL in my signature and told maybe about 10 people outside of Forrester about the blog. After Steve Rubel, Search Engine Watch, Search Engine Lowdown, and even our competition added links, I saw traffic jump 100 fold in one day.
I’ve been watching the blogging phenomenon for a while, but to experience it personally – and to see the impact it can quickly have – is still astounding. So, yes, there are a lot of barriers companies need to overcome, but I also see some pretty big benefits.
BTW, if your company has a public blog, a blogging policy for employees, internal blog – I think you get the idea – let me know as I’m looking for case study candidates and examples to use in the research. I’m particularly interested in how companies are measuring the impact of blogs. It’s great that “conversations” are taking place – but what’s the measurable benefit to offset the perceived high risk?