How To Do Social Media by the book

from David E. Henderson’s Making News in the Digital Era:

One of David’s key messages is that the Old Style of marketing is “the antithesis of communication in today’s interactive Web 2.0 world, and it is not what audiences and media need.” Blogs are an online tactic to offer a Web platform for sharing ideas. They should attract and engage visitors “hopefully converting them to the next step in a relationship.”

When the CEO publishes an individual blog, he or she must consider certain parameters:

Do’s and Don’ts for CEO Blogs

1) Make certain to have a purpose and even a measurable objective.

2) Present all sides of a developing issue, not simply what would be considered marketing materials.

3) Invite comments, listen, engage, and offer solutions — if possible.

4) Offer valuable information like trend news and values for customers.

5) Enhance the visual aspect with video, photos, and graphs.

6) Above all, resist selling and promoting: put a human face on the organization.

Corporate blogs need to build company reputations through transparency, honesty, and credibility.

FURTHER READING:

Making News in the Digital Era

David Henderson, Emmy-Award winning correspondent

Use your blog to be the GO-TO source for information

What to blog about: Beginner’s Blogging Workshop

To blog . . . or not to blog

Convince your boss to go social