In a previous life, I worked as the Director of Marketing for a software company. We’d been bought and sold a couple times by multinational corporations. Given our competitors were having a field day spinning our story to their advantage, I kept strict control on the message that we pushed out. As an engineering company, we had a lot of bright people – admittedly busy, bright people –- that I could have leaned on to contribute to a corporate blog. I opted not to at the time.
My decision today would be very different. While ensuring a corporate policy on blogging would be in place, I would recommend a blog for all technology companies. My reasoning:
There are too many conversations taking place on the internet to limit them to “off corporate site”. All technology companies, if they haven’t already, need to start blogging to set up a direct dialogue with their customers and prospects.