ROI of Trust: How Do I Choose a Company Blogger?
Blogging Is about Relationships
In this series, we’re putting context around the issues of trust and control that concern companies as they consider blogging.
Marketing wants to start a blog. Product thinks they should do one. Sales says it’s their territory. How do I choose a company blogger?
Backing up from the question, keep in mind that any blog can have more than one blogger. Look for the people skills that you look for in any customer-facing role.
- An ability to communicate authentically and responsibly with transparent respect for the audience.
- An active listener who is truly interested in the views and ideas of customers.
- Curiosity about the market you’re in and the people who are in all facets of that market.
- A bias toward helpful action, that stays clear of hypeful selling.
- A beginner’s mind that allows the blogger to say “I don’t know, but I’ll find out.”
- A strong sense of relationships and community.
It’s a good blog that centers around readers and ideas, rather than writing and products. Though we want our message clear and well presented, blogging is more about conversation than disseminating product information.
Information is all over the Internet. It’s the people that make the difference.
Liz Strauss
Put people back in business with Liz.
Hi Liz
Can I add something to your excellent list? Expect questions from readers and make sure you have a dedicated, knowledgeable person per ’subject’ at hand to answer the readers question a.s.a.p.
That doesn’t even has to be one of the ‘regular’ company bloggers - extra advantage: everyone gets involved and it becomes e real team-blog
Karin H. (Keep It Simple Sweetheart, specially in business)
Comment by Karin H. — May 7, 2008 @ 9:10 am