How to Initiate Organizational Blogging Activities?
- Dr. Moria Levy
- Apr 30, 2008
- 3 min read
We all look at the WEB2.0 world in amazement. Amazed by the sharing, surprised by the content, amazed by the contribution (collective wisdom). As a result, many organizations seek to initiate WIKI's and blogs activities. Establishing an organizational WIKIPEDIA sounds simple (by the way, it's not as simple as it sounds, but more on that another time). Setting up organizational blogs is quite a challenge. Here are some tips for organizations considering whether and how to start establishing such blogs:
Scope
An organization can promote several types of blogs: external blogs written by employees (like those at Microsoft that did wonders for improving its image) and internal blogs accessible to organization employees (like those at Motorola and IBM). We'll focus here on internal blogs.
Blogger Profile (Blog Writer)
Blog writers need to have several distinct characteristics: visionaries (they have something meaningful to say, not on a shallow level); articulate in their expression (know how to formulate thoughts), not afraid to write by themselves, and those who know how to enjoy the writing activity and persist with it. Bloggers need to be willing to expose themselves. In a personal and managerial blog, there is more exposure, but even a professional blog, by the nature of this writing genre, requires personal exposure and openness.
Blog Character
To decide whether to establish organizational blogs, one must first understand that there are several types of blogs, fundamentally different from each other. There is the professional blog, the managerial blog, and the personal blog. Of course, there is mixing, and professional and managerial blogs tend to incorporate a personal aspect, but a blog characterized from the outset as personal operates entirely differently.
A managerial blog is wonderful. In organizations where the CEO or a senior VP connected to all employees writes a blog explaining how the company is managed, the rationale behind decisions, or how they view and explain events related to the company, there's nothing better. The central question is whether there is a senior executive who fits the blogger profile as defined above.
A professional blog is risk-free. The level of personal exposure is not high; it's usually possible to gather broad interest around some potential topics (especially in blogs discussing related and/or innovative technologies). The blog can contribute to employees' understanding and, thanks to their exposure—typically in a light and not in-depth—to professional information, can contribute to their work. To establish a professional blog requires an employee with knowledge in the appropriate field, who has the profile detailed above and is considered an experienced authority in the organization. Sometimes, we encounter a problem where the authorities are more veteran, and sometimes more conservative. But precisely here, one can try to identify younger employees who are considered to have potential and knowledge, even if they aren't the "experts." These younger employees enjoy two advantages: first, the technology is easier for them (they were born into it and probably use it at home). Second, they have ambition to stand out and succeed. This combination can produce an engaging, innovative blog that attracts an audience.
Personal blogs are certainly the dream of anyone initiating organizational blogs: a tapestry of blogs written voluntarily by employees. Such blogs are a blessed dream, but it should be remembered that even in progressive organizations, the number of blogs is at best a few percent of all employees (2% is considered a lot). Internal employee blogs will succeed only in organizations with nothing to hide; organizations with openness and a sense of transparency. Nevertheless, it is recommended to have a policy, whether written or verbal, about what is and isn't written in the blog. Don't release company secrets, don't insult others, and so on.
As you embark on this journey, consider all the aspects described above and decide if your organization is ready for blogging. This isn't about trial and error. If we fail, it will be much harder to initiate such a process again. It's better to wait, be less risky, and start gradually.
It's not easy to establish organizational blogs. We all look at WEB2.0 in amazement, and not without reason.
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