7 Best Practices for Corporate Blogging to Keep You Out of Trouble!

What was once a communication tool for grassroots journalists and teenage expression has become a lucrative instrument in accomplishing business goals for small and large businesses alike. Blogging is a great device to help reach target markets. There are over 760 million people who use the Internet on a daily basis, and blogging is on the rise. No wonder corporations are now creating blogs to reach audiences as this communication trend continues to positively expand.

Although blogging has so far been an informal way of communicating with various audience groupings, a blogger must take extra caution when blogging for a corporation. Blogging can still lead to legal issues. Kari White, author of Corporate Blogging: 7 Best Practices, listed below, gives us guidelines to follow to make sure you keep your blogging successful.

1. Fine Print.

Companies should have real concerns about liability, exclusions and limitations, and indemnity. Although there are laws that protect against libel, misappropriations and other injuries suffered as a result of posts on the Web, companies can still be held “vicariously” responsible for statements made by employees that are harmful to others. Since there are so many legal issues surrounding blogs, it is imperative that the site has some sort of disclaimer and limitation of liability.Companies should have real concerns about liability, exclusions and limitations, and indemnity. Although there are laws that protect against libel, misappropriations and other injuries suffered as a result of posts on the Web, companies can still be held “vicariously” responsible for statements made by employees that are harmful to others. Since there are so many legal issues surrounding blogs, it is imperative that the site has some sort of disclaimer and limitation of liability.

2. Know What You’re Doing.

The corporate communications and legal department should educate the senior management about what blogs are and how they might affect business. That way, they can be contributing members of the blog, further improving employee relations. Their support and participation is often what makes a blog more effective.

3. Create blogging policies.

In any medium where an employee is sharing information, there is the possibility of leaking trade secrets or financial information. Blogging also has a tendency to become personal. A company should have a list of policies regarding blogging to ensure that trade secrets are kept secret and personal lives do not become public. Policies may include keeping financial information from being posted, as well as severe consequences for anyone using the blog for negative publicity.

4. Avoid the Marketing Blog.

Making your blog into a blatant marketing campaign is a bad idea. Customers are looking for real answers and honest opinions. They will pick up on insincerity instantly. Use the blog for what it's for, transparency. This is an opportunity to make a real connection with your customers. Don't ruin it by filling it with empty advertising.

5. Keep It Fresh.

Blogs are usually judged by their amount of new content. Easy to add on to, they are designed to be updated constantly. To keep your readers coming back, make your content relevant and timely. Don't forget, content can include anything from product releases to job openings, recent news to thoughts from the CEO. It's practically impossible to run out of material.

6. Reinforce the company’s core values.

Use your blog to reflect your company's inner soul: its mission, goals and direction. A blog is just another medium by which you interact with your customers and employees. It's another part of the brand experience. It should be consistent with the impression the company wants to make.

7. Encourage employees to use it.

Create an atmosphere where they are comfortable asserting their opinions and concerns. You’ll be surprised how the quietest employees will speak up when given such an opportunity. With all communication, blogging can become negative, so remind employees of the public nature of the blogs and the ramifications for their actions.