Much has been written, not all of it positive, about the tendency of bloggers to blog about other bloggers. I haven’t seen much, on the other hand, about blogging about one’s own blog, so forgive me for doing so.
We’re making some changes to Eastwikkers in order to make it more reflective of who we are and what we are about. I hesitate to call it Eastwikkers 2.0, because we are perhaps past 2.0 and I despise the 2.0-ing of the web any way.
We’re asking ourselves the questions I think everyone should ask when developing a corporate blogging strategy, like:
- What are the business and communications objectives for our blog?
- What values do we want our blog to convey about our company?
- What makes us, and therefore our blog, different? What is our unique point of view?
- What subjects and themes are most relevant to our business?
- What kind of content can we offer on our blog that has real value for our clients and our business partners?
- Who are our natural spokespeople? Who in our company can blog from a position of credibility and passion?
Our current group blog was ably launched nearly two years ago by Giovanni Rodriguez in March 2005. Giovanni is now off doing his own impressive thing at hubbub but he built an excellent foundation that has allowed Eastwick to move just slightly ahead of most agencies by having a group blog, rather than a blog written only by senior executives. We are going to retain and build on this approach, which better reflects the diversity and experience in the agency, and engages readers in a more interesting conversation.
There are of course all kinds of tactical issues like selecting the right blogging platform and tools, and developing blogging policies and procedures (yes, we need a few.) But these are secondary considerations that cannot be addressed until the strategy is in place.
I have this thing about clichés, so I won’t say, “stay tuned.” But do watch this space, and share your ideas with us for what makes an interesting and useful agency blog.