Managing a Corporate Blog

21 Jun 2004|Christoper Ireland

It’s been a little over a year since we first started our company blog. I think it was a rather bold experiment on our part, and I’m particularly proud of the company’s willingness to try something new in full public view. We made plenty of misteps along the way–how could we not–this is very young technology. But, overall, it’s been a remarkable learning experience for us and one we now fully endorse for others. In fact, we’re exploring ways to use blogging for research purposes, project communication and internal knowledge management.

Cheskin’s blog is not a product of our marketing dept. We allow anyone in the company to post; in fact, we actively encourage them and run worksessions teaching them how. We also do not censor anyone as long as they comply with two simple rules: stick to business topics and don’t say anything hurtful to others. So far, no one at Cheskin has posted anything we needed to revise. Unfortunately, we can’t say the same of others.

Our biggest problem currently with managing a corporate blog is Comments posted by others. This is a great function in theory, and we would love to open all our posts for comments. Unfortunately, when we do, we often have to spend too much time deleting them.

I’m not talking about deleting comments that present a different point of view from ours. In fact, if you look thru our blog, you’ll find several very informative posts that offer new or different perspectives from ours. We love this. The comments we find annoying (at best) are ones that simply criticize–with no sharing of an alternative opinion. This is either cowardly or lazy, and Cheskin has no interest in supporting that behavior.

The other, even more major, problem is Spam Comments. These are innocuous comments like “Enjoy your post” or “Very good idea” that also add a link to a gambling site or a low-cost mortgage site. We’re using MoveableType’s spam filter, but these guys are tricky.

I’m going to take a risk and leave this post open for comments in the hopes that others with corporate blogs can share their perspectives (but if I get hit with too many spam comments, I’ll regretfully have to make it a one-way post)

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