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I’m part of the Avenue A | Razorfish team responsible for our employee blogging program. As such, I co-wrote our employee blogging policy, which happens to include this gem of a statement: “keep up with your work. Don’t let blogging interfere with your job.”
Man, that’s what I call old-world thinking.
At a time when Forrester Research urges agencies to become more connected with consumers, marketing executives need to think like this: “Blog as much as you can to stay connected to the world around you. In all things, strive for balance. Don’t let your other work responsibilities interfere with your blogging, and don’t let blogging interfere with your other work responsibilities.”
Forrester’s new report, “The Connected Agency,” urges agencies to become active participants in consumer communities, not just observers. Employee blogging isn’t the answer to being a connected agency, but it’s an important part of having a real dialogue with your community, which leads to stronger consumer insight.
Time to tweak our company policy.
I like the name The Connected Agency so much, we used it when Barbara Bates at Eastwick Communications named her blog in April of last year:
http://blogs.eastwick.com/connectedagency/
Big of you to admit the error of your ways.
Jeremiah Owyang has a great sentiment that he uses regarding his commitment to blogging every day. He says that the first thing he does every day is he pays himself; that is, he blogs.
I\’d go one further and say you should also be out there reading & commenting on others\’ blogs too.
That\’s funny just on Friday I added \’blogging\’ to my weekly task list to ensure I do it at least once a week.
Ironically writing is my passion, and I find blogging to be such a rewarding activity, yet I get so caught up in the day-to-day hustle in the office, I forget.
Good on you to correct yourself! If only all employers saw it as you do.
Good way to look at it. If you run an employee blogging program, isn\’t contributing a part of the job for your team? I\’d be more concerned about those who never contribute than if contributors are spending enough time on billables. 🙂
These are all great comments. Thank you. To continue the conversation: I had mixed feelings about launching my blog last year. As a member of our company blogging team, I felt like I needed to blog in order to be a better counselor to Avenue A | Razorfish would-be bloggers. But then I thought, \”Wait a minute — blogging for the sake of blogging is just the type of mentality that produces mediocre blogs. Does the world really need another blog?\” Finally my desire to join the conversation overcame my misgivings about whether I had anything to offer, and I took the plunge under the theory that my blog is a natural extension of what I talk about with my colleagues all the time. I\’m still struggling with the assumption that bloggers HAVE to blog all the time, as in on a daily basis. Yeah, I know the experts say you need to blog often, but I would rather focus on quality, not quantity, of posts. What do y\’all think?
David, and interesting and very forward-thinking retake on corporate blogging. AARF is, of course, in the privileged position of both believing in what you\’re saying and being a thought leader and actor in corporate social media.
If only the same thinking were done in many, many other organisations…
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Cheers, David. And good luck on the policy edits. I have the same \’blog angst\’. I guess as marketers we\’ve all been told to focus on quantity…but it\’s really quality that counts. The quality of consumer connections – and of blog posts – will be the driver.
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I totally vote for quality. There are round-about 500 new entries in my feedreader each day. It takes more time to sort through the noise then reading the quality stuff. I embrace every blogger who writes one quality posting a week then one who write two mediocre posts each day.
But being a blogger myself I know that it is much easier to do two quick posts a days then one quality one a week.
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Blogging = work and work = blogging. The challenge is not separation. The challenge is how the two are seamlessly woven.
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