The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right

Book Description

The definitive guide to corporate blogging, and why every organization needs to join this marketing revolution

So many blogs, so little time. Is it too late to start, now that the blogging craze has reached critical mass? Absolutely not!

Picture a focus group, a viral marketing campaign, and your own news station all rolled up into one. Now wrap that into a low-cost, easy-to-use, always-on Web site. That is what effective corporate blogging is.

At first, business blogging was ideal for free agents and entrepreneurs who needed a cheap way to get their message out. Now, the big guys are tapping the amazing power of a great blog. But the key word is great. A corporate blog that's boring or deceptive is worse than none at all.

In this indispensable guide, online marketing consultant Debbie Weil explores all aspects of corporate blogging, answering important questions such as:
• How much time will it take?
• What about the legal risks?
• Who in my company should blog?
• What are the best corporate blogs out there?

In an informal, provocative style and without technical jargon, Weil explains how to create a blog that's engaging, smart, and likely to grow an audience.

Customer Reviews:

How to communicate "the inside story, the pulse, the personality of your company".......2007-06-08

Frankly, I am astonished by the rapid growth of blogging and, especially, by the rapidly increasing adoption of blogging as a primary (not exclusive) medium for corporate communications, both internal and external. There are several dozen excellent books now in print that explains this phenomenon (Debbie Weil identifies many of them in her "Recommended Reading" section) and this book is certainly one of them. As I began to read it, I was immediately reminded of an incident decades ago when Vince Lombardi (the new head coach of the Green Bay Packers) met for the team for the first time and announced that he would begin with basics. He held up a leather spheroid and said, "Gentlemen, this is a football." It is widely reported that Max Magee then responded, "Coach, could you please slow down? You're going too fast."

Wisely, Weil assumes that her reader knows nothing about blogging. (That is probably true of many, if not most of those who read her book.) She begins with the basics. In fact, in the first chapter, she responds to the "Top Twenty Questions About Corporate Blogging." At this point, I presume to add that almost everything she says about corporate blogging is relevant to non-corporate blogging, with the obvious exceptions being information and suggestions with regard to creating an institutional blog mechanism. But even so, such mechanisms seek to attract and involve human beings and must thus be designed and administered with a full accommodation of basics.

With all due respect to the value of the FAQ section, each reader will have other questions and Weill is well aware of that as she begins her narrative with a "quick romp through the corporate blogosphere" (i.e. background and early development), addresses common fears about blogging (e.g. allocation of resources, contingent legal liability, loss of control.... "the mother of all fears"), determination of ROB (i.e. return on blog), tools and technology needed, and "making the case for blogging to the boss." Along the way, Weil includes (in Chapter 7) her "Top Ten Tips to Write an Effective Business Blog." Then in the final chapter, she shares her thoughts about "what's next," followed by a "Bonus Resources" section that, all by itself, is worth much more than the cost of the book. One man's opinion, its value is increased by a factor of at least ten if the material is absorbed and digested within the frame-of-reference established by the ten chapters that precede it. Suggestion: Read the entire book in chapter sequence, highlighting whichever passages catch your eye; then, after reading Chapter 10, set the book aside for a few days before you focus on the "Bonus Resources" section.

Many readers will especially of Weill's provision of summaries of key points made by others such as a list of nine ways to use an internal blog suggested by Shel Holz (Pages 31-32) and the "Thomas Nelson Blogging Guidelines" (Pages 165-168) that, according to Weill, make clear "what the business reason is for encouraging [Nelson] employees to blog: to open the door and offer a peak inside one of the world's largest publishers." There is also an abundance of real-world examples throughout the narrative that illustrate the given key point, be it a "do" or a "don't."

Only after having read and then re-read this book did I conclude that, at least for me, the most valuable material is provided in Chapter 4, "A Baker's Dozen: 12 Plus 1 Ways to Use a Corporate Blog." Once again, as she does in previous and subsequent chapters, Weill inserts a brief and insightful excerpt from another source: Hugh Macleod's response to the question, "What's a Global Microbrand?" By the time the reader has arrived at #13, she or he should not be surprised by Weill's assertion that "blogs are the new corporate Web site" and there are still 140 more pages ahead that offer additional evidence of how effective corporate blogging for all organizations (regardless of size or nature) can help them to increase and enhance relationships between and among all their stakeholders.

Obviously, it remains for corporate bloggers to (a) determine for themselves which of the 13 are most appropriate, (b) cross-rank their importance to achieving the given business objectives, (c) create an electronic infrastructure, and then (d) broaden and deepen internal and/or external participation, with primary emphasis on convenience in terms of both connectivity and interactivity. If asked to select a single source for information and counsel on how to introduce and then sustain effective corporate blogging, it would be Debbie Weil's book.

Avoids material covered elsewhere, addresses real world issues .......2007-02-07

Like many others, I consider Debbie Weil one of my favorite marketing writers. My husband has a 2-inch thick, 3-ring binder of many of the previous columns and newsletters. Her writing is concise, focused, but never dull, and so are her blogs.

Debbie was one of the first to recognize the potential of corporate blogging, and it was a natural fit.

Debbie Weil's Corporate Blogging Book is an outstanding example of what a genuinely helpful non-fiction book should be.

It begins with a "fast read" chapter that gets your attention: "Top Twenty Questions about Corporate Blogging." She avoids ground already covered, and focuses on corporate blogging objectives and objections.

Those who want to introduce blogging to their firm will appreciate the way Debbie candidly addresses reasons for corporate hesitation, and shows how to overcome frequently-heard objections.

Debbie outlines a detailed plan for implementing a corporate blogging program that addresses corporate issues, rather than getting sidetracked on soon-to-be-obsolete technical issues or "fad of the moment" promises. Numerous examples, questions, quotes, and resources round out the package.

Good resource for business communicators.......2007-01-31

I have to start with a disclaimer before going into the review of this book; I know Debbie Weil personnally and she interviewed me for the purpose of this book. That means I am biased but I will try to keep this as objective as possible.

Writing a book on corporate blogging is not an easy task. A lot of books have been written when the "hype cycle" on blogging was at its highest and not all of those books were excellent or even relevant for that matter. The author here had an even more daunting task; to write about a new medium but also try to explain how blogging works in a corporate environment.

I definitely think Debbie Weil has managed to write a business book on an activity that was/still is considered as something "16 year olds do" by most business communicators and professionals. Thanks to her extensive network of business people & leaders in the blogosphere she has managed to collect an impressive amount of case studies from the corporate world.

This is not a book about theories or the promise that sometime the market will be one huge conversation... This is about return on investment, CEOs who blog and explains the why and how of business blogging.

Next to case studies from a multitude of companies Debbie takes the time to guide the reader to the more down to earth side of corporate blogging. She dedicates a whole chapter to "how to write for a blog" and another one on the more technological side of the medium. But even if blogging is closely linked to the internet and technology, Debbie never falls into the bits & bytes trap; all is explained with business people in mind.

Debbie also asks the right questions and answers them. She is not a blind believer but knows how to filter the correct information on the topic from her multitude of sources. Of course she also talks from experience. Her online presence is very strong and her blog is a "have to read" for people in Marketing and Communications. She doesn't hesitate to cover difficult topics such as the loss of control in online communications, legal pitfalls and questions if all CEOs should blog (of course not).

In the last chapter titled "What's Next ?" she even gives a potential view of what the next steps could be in the "new media" adventure of corporations. She covers such topics as citizen journalism, Web2.0 for business and the end of corporate speak. The final add on to the book is also something that every company can use as a source of inspiration; an extensive collection of the most well know corporate blogging policies from companies like IBM, Forrester and Sun topped with legal resources, blog design guidelines and references to other books on the subject.

What I liked most about this book is that it is written by someone who knows how to talk to business people and covers the corporate side of blogging through case studies, examples and interviews of professionals who have a real experience on the subject.

My only regret is that Debbie Weil didn't go deeper into the subject of RSS or Really Simple Syndication. It is a difficult topic to explain, especially in a business context but it is the single most important tool for business communicators that I have seen appearing in my 13 year career. And because it is so linked with blogging I would have liked to see more depth in the chapter covering it.

There, I included a "negative" so this review turns out to be objective after all.

Should Be Required Reading.......2007-01-26

As a web designer and internet marketer, I've suggested my client's start a blog for the past 2 years or so but the response wasn't great because of lack of understanding and fear on the client side about what a blog is all about. I tried my best to educate, but it was challenging and time consuming. So when Debbie's Weil's book was published I ran to get a copy and devoured it.

She addressed all the concerns and questions my client's had allowing me to be better prepared. So with the new knowledge in hand, I approached one of my clients again and this time they said yes! I was able to address all their questions and fears much more effectively and I even left the book for them to read - which they did.

So if you've wanted to start a blog or are trying to convince your client's to begin one, I suggest you put The Corporate Blogging Book on your required reading list. It's that good.

-Leslie Trosset, Pres.
[...].

Not quite everything.......2007-01-16

A lot of repetitious platitudes about the philosophy (feminine viewpoint) of writing blogs. Very little on how to do it. Where do I get blogging software? How about some reviews of blogging software? How do I set up a blog web site? How do I set up "RSS feed"?. Or for that matter why do I want an "RSS Feed"? I'm not a dummy or a complete idiot since I do maintain some web sites and can write JSP, Java Script, and am reasonably adept with Dreamweaver. I also passed three English courses at a presitgious university. So If I can't write, it's my own fault. But I sure cannot do a blog without more information than I gained from this book.

The Everything Homebuying Book: All the Ins and Outs of Making the Biggest Purchase of Your Life (Everything: Business and Personal Finance)

Average customer rating:

Good for a brief overview
Great Resource
great book!!!

The Everything Homebuying Book: All the Ins and Outs of Making the Biggest Purchase of Your Life (Everything: Business and Personal Finance)
Mark B. Weiss , and Ruth Rejnis
Manufacturer: Adams Media Corporation
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Buying & Selling Homes | Real Estate | Business & Investing | Subjects | Books

General | Real Estate | Business & Investing | Subjects | Books

General | Personal Finance | Business & Investing | Subjects | Books

10 Steps to Home Ownership: A Workbook for First-Time Buyers
The Everything Investing Book: How to Pick, Buy and Sell Stocks, Bonds and Mutual Funds (Everything Series)
The Everything Real Estate Investing Book: How to get started and make the most of your money (Everything: Business and Personal Finance)
Home Buyer's Checklist: Everything You Need to Know--but Forget to Ask--Before You Buy a Home
The Everything Budgeting Book: Practical Advice for Spending Less, Saving More, and Having More Money for the Things You Really Want (Everything Series)

ASIN: 1580628095

Book Description

Does the idea of buying your own home send shivers down your spine? Are you intimidated by the prospect of selecting the right home, meeting the financial obligations of ownership, and ensuring the security of your investment? Rest assured, you are not alone.

The Everything® Homebuying Book, 2nd Edition is specially designed for anyone who is overwhelmed by this daunting process. It takes you step by step through the process and provides practical advice for getting the most for your money and making the right decisions for you and your family. This completely revised and updated edition of The Everything® Homebuying Book gives you the information you need to avoid costly mistakes and save thousands of dollars.

Features:

·Advice on choosing the right house, condo, co-op, or vacation home
·Up-to-date information on mortgage rates, property values, and market trends
·Guidelines for working with agents, brokers, lawyers, and lenders
·Advice on financing options and making a down payment
·Easy-to-follow instructions for choosing and securing the right mortgage
·Tips for negotiating and getting more for your money

Whether you are buying your first home or your fourth, The Everything® Homebuying Book, 2nd Edition walks you through the biggest purchase of your life with expert advice you can trust.

Customer Reviews:

Good for a brief overview.......2001-11-16

If you're still unsure about whether you *want* to buy a house, then this is the book to help you make up your mind. It covers the basics of mortgages, to finding a house, to deciding between types of houses, i.e. condos/new/resale/fixer-upper/etc. It's a quick and easy read, nicely defined words, pictures, but for if you decide to buy a house/condo, or have already decided, then you definitely need something else.

Great Resource.......2001-02-06

This book is an excellent resource, especially for first-time home buyers. If you don't know much about real estate, this is a simple and easy tool to learn about it.

great book!!!.......2000-07-07

This book has really made a lot of decisions easier. It goes into details we didn't even think of. Highly recommended!!!

Everything Homeselling Book: From the Open House to Closing the Deal, All You Need to Get the Most Money for Your Home! (Everything: Business and Personal Finance)

Average customer rating:

Everything Homeselling Book: From the Open House to Closing the Deal, All You Need to Get the Most Money for Your Home! (Everything: Business and Personal Finance)
Shahri Masters
Manufacturer: Adams Media Corporation
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Buying & Selling Homes | Real Estate | Business & Investing | Subjects | Books

General | Real Estate | Business & Investing | Subjects | Books

General | Personal Finance | Business & Investing | Subjects | Books
ASIN: 1593373961

The Everything Homeselling Book (Everything)

Average customer rating:

The Everything Homeselling Book (Everything)
Ruth Rejnis
Manufacturer: Adams Media Corporation
ProductGroup: Book
Binding: Paperback

General | Real Estate | Business & Investing | Subjects | Books

Sales | Real Estate | Business & Investing | Subjects | Books

General | Self-Help | Health, Mind & Body | Subjects | Books
ASIN: 1580623042

The Everything Screenwriting Book: From Developing a Treatment to Writing and Selling Your Script, All You Need to Perfect Your Craft (Everything Series)

Average customer rating:

For someone starting out its......
Falls short of expectations

The Everything Screenwriting Book: From Developing a Treatment to Writing and Selling Your Script, All You Need to Perfect Your Craft (Everything Series)
Robert Pollock
Manufacturer: Adams Media Corporation
ProductGroup: Book
Binding: Paperback

General | Movies | Entertainment | Subjects | Books

Screenwriting | Movies | Entertainment | Subjects | Books

General | Encyclopedias | Reference | Subjects | Books

General | Writing | Reference | Subjects | Books

General | Performing Arts | Arts & Photography | Subjects | Books
Similar Items:

Writing Treatments That Sell: How to Create and Market Your Story Ideas to the Motion Picture and TV Industry, Second Edition
Screenwriting is Storytelling: Creating an A-List Screenplay that Sells!
The Complete Idiot's Guide to Screenwriting, 2nd Edition (The Complete Idiot's Guide)
The Everything Creative Writing Book: All You Need to Know to Write a Novel, Play, Short Story, Screenplay, Poem, or Article (Everything Series)
How to Write a Movie in 21 Days

ASIN: 1580629555

Customer Reviews:

For someone starting out its.............2006-10-05

A very good resource. I myself have just started writing and bought this book to help get a better understanding of the screenwriting world. Yea it dose not have material for an advanced screenwriter but it dose get the novice a better understanding of it.

Falls short of expectations.......2005-05-25

The tone of this book is condescending to say the least, and compared to other screenwriting books does not equip the reader with the confidence to write a screenplay. The "e-alerts", "e-facts" and "essentials" sidebars are simply present to fill out the book and do not complement the text at all. This, and other similar books, could do well to invest more time in the sample scripts included.

The Everything Selling Book (Everything)

Average customer rating:

Too generic
Excellent Book! I loved it!
I'm sold!
Great Beginner's Guide to Sales Planning

The Everything Selling Book (Everything)
Marguerite Smolen
Manufacturer: Adams Media Corporation
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

General | Skills | Business & Investing | Subjects | Books
Similar Items:

Little Red Book of Selling: 12.5 Principles of Sales Greatness

ASIN: 1580623190

Customer Reviews:

Too generic.......2003-09-29

If you are totally new to sales and have absolutely no background at all, then perhaps this book is one that would be helpful to you. It is mostly common sense.

There are simply too many good books out there, hundreds of them, to spend time on this much of a condensed and simple level. Perhaps for a young adult, high school age, this would be a good book to read as a primer for sales or maybe just to see if a career in sales might be something worth considering.

As for myself, I skimmed through it and found nothing worth dwelling on as there was nothing here I hadn't already read else where.

Excellent Book! I loved it!.......2000-09-07

This is a must read for sales peoples.

I'm sold!.......2000-06-27

This book is an excellent resource for anyone in the sales market. It has helpful tips and pointers, as well as forms you can photocopy. I highly recommend reading it if you need help or even a START in selling. It's fun to read and very informative. I hope it helps you!

Great Beginner's Guide to Sales Planning.......2000-06-24

This is a great book for someone who does not aspire to be a sales professional, but still needs some sales planning and presentation skills; someone like a home / small business owner. This book guides you through all the steps of the sales process, from how to find prospect, how to plan the sale, and so on. If you own a home / small business, you need sales. This book will show you how to get those sales.

Bean There, Done That! Everything I?ve Learned about Selling IT Training

Average customer rating:

Got the wrong book

Bean There, Done That! Everything I?ve Learned about Selling IT Training
Martin Bean
Manufacturer: Course Technology
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

General | Computers & Internet | Subjects | Books
ASIN: 0619161914

Customer Reviews:

Got the wrong book.......2007-06-09

The seller sent me the wrong book. It was actually a book about the character Mr. Bean.

Not even close.

Seller would not refund money.

MAKE SURE YOU GET THE RIGHT BOOK and be aware a bean is not necessarily a bean.....

The Everything Guide to Being a Sales Rep Book: Winning Secrets to a Successful and Profitable Career (Everything (Oasis Audio))

Average customer rating:

The Everything Guide to Being a Sales Rep Book: Winning Secrets to a Successful and Profitable Career (Everything (Oasis Audio))
Ruth Klein
Manufacturer: Oasis Audio
ProductGroup: Book
Binding: Audio CD

General | Job Hunting & Careers | Business & Investing | Subjects | Books

Guides | Job Hunting & Careers | Business & Investing | Subjects | Books

General | Business & Investing | Subjects | Books

Everything You Need to Know About Selling Books on Amazon

Average customer rating:

Everything You Need to Know About Selling Books on Amazon
A 5 Star Amazon Seller
ProductGroup: Book
Binding: Paperback

General | Personal Finance | Business & Investing | Subjects | Books
ASIN: B000V1WWZY

Product Description

Nothing left to chance, this excellent self help book on building an Amazon inventory and selling books will have your own store open and running ina matter of days.

Average customer rating:

The Everything Selling Book (Everything)
Marguerite Smolen
Manufacturer: NY
ProductGroup: Book
Binding: Paperback
ASIN: B000MU84AG

Book Description

This digital document is an article from Commonweal, published by Thomson Gale on May 20, 2005. The length of the article is 1583 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Bad credit: cashing in on the new bankruptcy law.
Author: Mark Sargent
Publication: Commonweal (Magazine/Journal)
Date: May 20, 2005
Publisher: Thomson Gale
Volume: 132 Issue: 10 Page: 9(3)

Distributed by Thomson Gale

Customer can sue car dealer for bait-and-switch lending tactics.: An article from: Trial

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Customer can sue car dealer for bait-and-switch lending tactics.: An article from: Trial
Sara Hoffman Jurand
Manufacturer: Association of Trial Lawyers of America
ProductGroup: Book
Binding: Digital

Credit Ratings & Repair | Personal Finance | Business & Investing | Subjects | Books

Parts | Automotive | Nonfiction | Subjects | Books

Consumer Law | Business | Law | Subjects | Books

Book Description

This digital document is an article from Trial, published by Association of Trial Lawyers of America on July 1, 2004. The length of the article is 573 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Customer can sue car dealer for bait-and-switch lending tactics.
Author: Sara Hoffman Jurand
Publication: Trial (Magazine/Journal)
Date: July 1, 2004
Publisher: Association of Trial Lawyers of America
Volume: 40 Issue: 7 Page: 104(2)

Distributed by Thomson Gale

New law aims to reduce risk of consumer fraud.: An article from: Fairfield County Business Journal

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New law aims to reduce risk of consumer fraud.: An article from: Fairfield County Business Journal

Manufacturer: Westfair Communications, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Credit Ratings & Repair | Personal Finance | Business & Investing | Subjects | Books

General | Personal Finance | Business & Investing | Subjects | Books

Consumer Law | Business | Law | Subjects | Books

Book Description

This digital document is an article from Fairfield County Business Journal, published by Westfair Communications, Inc. on March 7, 2005. The length of the article is 488 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: New law aims to reduce risk of consumer fraud.
Publication: Fairfield County Business Journal (Magazine/Journal)
Date: March 7, 2005
Publisher: Westfair Communications, Inc.
Volume: 44 Issue: 10 Page: 9(1)

Distributed by Thomson Gale

New law aims to reduce risk of consumer fraud.: An article from: Westchester County Business Journal

Average customer rating:

New law aims to reduce risk of consumer fraud.: An article from: Westchester County Business Journal

Manufacturer: Westfair Communications, Inc.
ProductGroup: Book
Binding: Digital

Credit Ratings & Repair | Personal Finance | Business & Investing | Subjects | Books

Consumer Law | Business | Law | Subjects | Books

Book Description

This digital document is an article from Westchester County Business Journal, published by Westfair Communications, Inc. on March 7, 2005. The length of the article is 418 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: New law aims to reduce risk of consumer fraud.
Publication: Westchester County Business Journal (Magazine/Journal)
Date: March 7, 2005
Publisher: Westfair Communications, Inc.
Volume: 44 Issue: 10 Page: 9(1)

Distributed by Thomson Gale

Self-regulation and legal reform: an overview of British Columbia's new consumer legislation.: An article from: The Advocate

Average customer rating:

Self-regulation and legal reform: an overview of British Columbia's new consumer legislation.: An article from: The Advocate
Bruce I. Macallum
Manufacturer: Vancouver Bar Association (Canada)
ProductGroup: Book
Binding: Digital

Credit Ratings & Repair | Personal Finance | Business & Investing | Subjects | Books

Consumer Law | Business | Law | Subjects | Books

Book Description

This digital document is an article from The Advocate, published by Vancouver Bar Association (Canada) on January 1, 2005. The length of the article is 7898 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Self-regulation and legal reform: an overview of British Columbia's new consumer legislation.
Author: Bruce I. Macallum
Publication: The Advocate (Magazine/Journal)
Date: January 1, 2005
Publisher: Vancouver Bar Association (Canada)
Volume: 63 Issue: 1 Page: 15(15)

Distributed by Thomson Gale

Average customer rating:

Consumer credit: The new Act
Andrew Hillier
Manufacturer: Training for Business Ltd
ProductGroup: Book
Binding: Unknown Binding

Credit Ratings & Repair | Personal Finance | Business & Investing | Subjects | Books

Consumer Law | Business | Law | Subjects | Books

General | English Law | Law | Subjects | Books

Private Law | Law | Subjects | Books
ASIN: 0904314049

New York State Attorney General's deceptive real estate ads: A survey of compliance with the Truth-in-Lending Act

Average customer rating:

New York State Attorney General's deceptive real estate ads: A survey of compliance with the Truth-in-Lending Act
Stephen Mindell
Manufacturer: New York State Dept. of Law
ProductGroup: Book
Binding: Unknown Binding

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

Credit Ratings & Repair | Personal Finance | Business & Investing | Subjects | Books

Consumer Law | Business | Law | Subjects | Books
ASIN: B0006YQ61W

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