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Corporate blogging guidelines: Good for business, but not for traffic


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August 17, 2005

Corporate blogging guidelines: Good for business, but not for traffic

Stephen Baker

Debbie Weil points to Intel bloggers working on their corporate policies. The paradox, as any supermarket tabloid scribe will attest, is that the best way to drive up traffic is to break all the rules: Don't respect people, don't respect privacy, leak secrets. Fortunately for Intel, bloggers there appear to be far more interested in their jobs and their company than in creating a stir.

07:52 AM

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? The Rules Issue from ?ic @TomorrowToday.biz

The more business blogs I read, whether they are actual business blogs or sites about corporate blogging, the more I realise that corporates who embrace blogging are faced with a difficult challenge; guidelines vs. traffic. It's rare to find both hand... [Read More]

Tracked on August 17, 2005 09:25 AM

I for one applaud Intel's approach to blogging. They read more like a wire service, focusing on facts with a minimum of hype. That may be boring to some, but I appreciate the brevity and focus on information. I find their lack of "creating a stir" to be a welcome relief from an increasingly noisy blogosphere.

But, Intel is a special case. As a result of their size and dominance, anything that they *do* or say creates somewhat of an indirect stir by definition. Their position and relationship with their customers eliminates the need to do any significant "stirring" beyond basic marketing 101. The actual stir comes when people make outrageous comments about Intel to promote various agendas. Even parties who are anti-Intel (e.g., pro-AMD, etc.) inadvertently help Intel with their own "stirring". As the saying goes, no PR is bad PR.

-- Jack Krupansky

Posted by: Jack Krupansky at August 17, 2005 11:15 AM

Are you saying that Business Week should be more like the National Enquirer to increase readership?

Are you recommending the violation of the core values of blogging, just to attract dubious value readers?

Are you saying we business bloggers should be more like Jerry Springer than like Oprah or Charlie Rose?

What exactly are you saying? That the lowest common denominator is now the role model?

A business blog needs credibility, factuality, and relevance more than "controversy at all costs". Have you been hanging out at Gawker Media or Houghington?

Posted by: steven streight aka vaspers the grate at August 17, 2005 03:04 PM

Hey Steven, I was just pointing out a small paradox, not making some major pronouncement! And to make it clear that I wasn't pushing for an Enquirization of the blogs, I added this last sentence: "Fortunately for Intel, bloggers there appear to be far more interested in their jobs and their company than in creating a stir."

Posted by: steve baker at August 17, 2005 05:07 PM

As one of the "Intel Bloggers" I can attest that it would be quite simple to create a stir. There are tons of stories to tell - both good and bad. But you are right, maintaining a job is my job.

Posting about my work is just something I can't reasonably do while still maintaining confidentiality so I keep my internal and external blogs separate.

Posted by: Jack at September 9, 2005 12:39 AM


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