Blogs and Web Copy

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Blogs have become the linchpin of many corporate social media programs.  According to Wikipedia, business blogs are defined as: active public blogs by company employees about the company and/or its products. Wikipedia’s “Fortune 500 Business Blogging Wiki,” states that 79 (15.8%) of the Fortune 500 are blogging as of December, 2009.  It won’t be long before this list begins to grow exponentially.

Boeing is an example of a blog that reports on the company’s services and products.  Cisco devotes its blog to commentary on current affairs.  It is entitled “High Tech Policy:  Thoughts and Opinions on Government Affairs.”

If your company is still on the fence about allowing employees to use blogs or other social media such as Twitter, Facebook and LinkedIn, then you will be reassured by the video below with Jon Iwata, Senior Vice President, Corporate Communications for IBM, which has been using social media for years.  Why?

He states that employee use of social media moves the organization forward, galvanizes employees and unearths new ideas, among other benefits.  “IBMers’ blogs: A menu of expertise and insights from a passionate crowd,” features dozens of employee blogs.

The company is using “social media strategically to drive the business,” says Iwata. What most management most fears, he says, is loss of control – i.e., employees might disclose confidential information – but companies already have policies in place for all of the potential issues that could arise.  In IBM’s experience, and this is key, the company has found that “employees can be trusted.”  IBM has posted its social media policy on its website, for anyone to see.