In the “Social Media Optimisation I – Corporate Blogs” entry, we have already done the heavy lifting for the utilisation of corporate blogs. A survey by the German Online-Marketing Blog found that corporate blogs are often not regarded as authentic or believable. From the reasons listed for this, we can derive 12 suggestions for making company blogs more successful.
12 suggestions for increasing the success of corporate blogs:
- Update the blog regularly
- Go into detail about current topics in the industry
- Create source transparency: State information sources and reference external sources
- Give names of the blog authors
- Create contact options for blog users
- Provide feedback to comments and, most importantly, take critical comments seriously
- Give your opinion about criticism from other media
- Ensure simple and comprehensible menu structures
- Give entries a personal note
- In particular, allow employees from lower levels in the hierarchy to write
- Let recognised experts have their say as guest authors
- Avoid political topics and entries about business activities
