Five Immutable Laws of Corporate Blogging

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Five Immutable Laws of Corporate Blogging

• Dan GreenfieldNovember 14, 2007

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Who Am I

• Independent Consultant
• Former Vice President Corporate Communications
  at EarthLink
• Recovering Blogger - Bernaise Source

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My Proposition

• Fixed laws govern corporate blogging dynamics

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Bloggings Double Helix
Authors Applications
Conversations
Marketing/ProductStrategies
CorporateBrand
CorporateValues
Situations
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First Immutable Law

• Blogs evolve
• In nature, survival rests on the interplay of DNA
  and the changing environment
• In blogging, successful conversations rest on the
  interplay of corporate DNA and changing
  situations

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First Immutable Law
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First Immutable Law
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First Immutable Law
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Second Immutable Law

• Applications, authors dont matter Conversations
  do

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Third Immutable Law

• A blog must understand and respect its audience
• A blog must engage both reader and writer

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Third Immutable Law
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Third Immutable Law
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Fourth Immutable Law

• Corporate blogging is situational
• especially in a crisis

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Fourth Immutable Law
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Fifth Immutable Law

• A blog must embody the companys brand and culture

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Fifth Immutable Law
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Fifth Immutable Law
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Failure

• In nature, failure means extinction
• In blogging, failure means controversies,
  firestorms and irrelevance

usually violently
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Failure
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Failure
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Success

• Robust conversations that respect the reader and
  dont compromise corporate values

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Success
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Success? or Failure?

• Insert your blog here