Steve has written a new whitepaper on
Corporate Group Blogging.
The whitepaper espcially highlights the advantages of Corporate Group
Blogs over single author blogs or even just corporate news blogs that
do not mention any author in particular.
Personally I think that Corporate Group Blogs such as the one from
Mercury Interactive or
PackNation
(although this is more of an industry group blog)
are the future of Corporate Blogs. I recently have read (unfortunately
I forgot where that was) a post about research findings saying that
people
tend to believe employees more than they believe the boss. I think that
sounds very credible. Corporate Group Blogs are intended to include
employees in corporate communication. So if the aforesaid is true
Corporate Group Blogs should be a lot more credible than just single
corporate
blogs. That is why I believe that Group Blogs are not only far
more lively but also better to build tighter trust and ties with
constituents.
Fredrik has
written a post about it with some of the pros & cons he sees in
Corporate Group Blogs. One of the cons is that a reader might dislike
one of the bloggers. But even if that might be true in a Group Blog
environment such a reader would have other blogs to read too. While if
there was just one single
corporate blogger a reader has no one else to turn to if for some
reason he dislikes this persons. So in my view Corporate Group Blogs
even reduce the risk of somebody disliking the personality that blogs
for the company.