Blogging for Companies

A blog is an essential tool for companies who want to effectively communicate with their staff.

A blog will:

  • Capture information for short and long-term reference -Foster cross-discipline communication of information
  • Localize information and increase “findability”
  • Decrease deficiencies found in traditional knowledge transfer

Usually placed on or linked from the company intranet, the internal blog should be one of the most easily accessible points to gain internal company information.

Ideally, everyone should be able to post entries; however, to maintain a sense of decorum, it is sometimes best to allow all management to have access to post entries while everyone else in the company should have access to post comments. Typically easier to pitch to the execs than an external blog, internal blogs are also substantially easier to implement with buy-in from senior management, as the content isn’t viewable from external sources.

In addition, an internal blog is more likely to be read by employees than a typical company intranet, newsletters, or general announcements. So, what should be included in an internal company blog? Obviously, any company announcements, including new products, new company directions, staff additions and changes, awards won, events, and especially “fun” things like riddles, links to interesting sites related to the industry – even birthdays and other announcements can be included. Usually just a couple of posts per day are sufficient to communicate all information without overloading your readers. Any more than that, and information can easily be missed. Space out your announcement and do a “round-up” once a week to reiterate all important communications and links.

It typically takes five to ten repetitions for a piece of information to reach and be comprehended by the majority of staff, so the more vehicles there are for internal communications initiatives, the better – and if the staff is young or tech.-oriented, what better way than a blog?

Blogging Glossary

These are popular terms you may come across during your foray into the blogging world.

  • Atom Another popular feed format developed as an alternative to RSS.
  • Autocasting Automated form of podcasting that allows bloggers and blog readers to generate audio versions of text blogs from RSS feeds.
  • Audioblog A blog where the posts consist mainly of voice recordings sent by mobile phone, sometimes with some short text message added for metadata purposes. (cf. podcasting)
  • Bleg A blog article that begs for something, such as a donation or product sale.
  • Blog Carnival A blog article that contains links to other articles covering a specific topic. Most blog carnivals are hosted by a rotating list of frequent contributors to the carnival, and serve to both generate new posts by contributors and highlight new bloggers posting matter in that subject area.
  • Blog client (Weblog client) is software to manage (post, edit) blogs from operating system with no need to launch a web browser. A typical blog client has an editor, a spell-checker and a few more options that simplify content creation and editing.
  • Blogger Person who runs a blog. Also blogger.com, a popular blog hosting web site. Rarely: weblogger.
  • Bloggies One of the most popular blog awards.
  • Blogroll A list of blogs, usually placed in the sidebar of a blog, that reads as a list of recommendations by the blogger of other blogs.
  • Blogosphere All blogs, or the blogging community.
  • Blogware A category of software which consists of a specialized form of a Content Management System specifically designed for creating and maintaining weblogs.
  • Collaborative blog A blog (usually focused on a single issue or political stripe) on which multiple users enjoy posting permission. Also known as group blog.
  • Comment spam Like e-mail spam. Robot “spambots” flood a blog with advertising in the form of bogus comments. A serious problem that requires bloggers and blog platforms to have tools to exclude some users or ban some addresses in comments.
  • Desktop Blogging Client An off-line blog management (posting, editing and archiving) tool
  • Fisking To rebut a blog entry in a line-by-line fashion.
  • Flog A portmanteau of “fake” and “blog”. A blog that’s ghostwritten by someone, such as in the marketing department.
  • Feeds RSS Feeds M Moblog A portmanteau of “mobile” and “blog”. A blog featuring posts sent mainly by mobile phone, using SMS or MMS messages. They are often photoblogs.
  • Multiblog A blog constructed as a conversation between more than two people.
  • Permalink Permanent link. The unique URL of a single post. Use this when you want to link to a post somewhere.
  • Phlog Type of blog utilising the Gopher protocol instead of HTTP
  • Photoblog. A portmanteau of “photo” and “blog”. Photoblog A blog mostly containing photos, posted constantly and chronologically.
  • Pingback The alert in the TrackBack system that notifies the original poster of a blog post when someone else writes an entry concerning the original post.
  • Podcasting Contraction of “iPod” and “broadcasting” (but not for iPods only). Posting audio and video material on a blog and its RSS feed, for digital players.
  • Post An entry written and published to a blog.
  • Post Slug For blogs with common language URLs, the post slug is the portion of the URL that represents the post. Example: http://domain.com/2008/01/this-is-the-post-slug
  • RSS Really Simple Syndication is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines or podcasts. RSS aggregator Software or online service allowing a blogger to read an RSS feed, especially the latest posts on their favorite blogs. Also called a reader, or feedreader.
  • RSS feed The file containing a blog’s latest posts. It is read by an RSS aggregator/reader and shows at once when a blog has been updated. It may contain only the title of the post, the title plus the first few lines of a post, or the entire post.
  • Spam blog A blog which is composed of spam. A Spam blog or “any blog whose creator doesn’t add any written value.”
  • Slashdot effect The Slashdot effect can hit blogs or other website, and is caused by a major website (usually Slashdot, but also Digg, Metafilter, Boing Boing, Instapundit and others) sending huge amounts of temporary traffic that often slow down the server.
  • Subscribe The term used when a blogs feed is added to a feed reader like Bloglines or Google. Some blogging platforms have internal subscriptions, this allows readers to receive notification when there are new posts in a blog.
  • Templates Templates, used on the “back end” of a blog that work together to handle information and present it on a blog.
  • Theme CSS based code that when applied to the templates will result in visual element changes to the blog. The theme, as a whole, is also referred to as a blog design.
  • TrackBack A system that allows a blogger to see who has seen the original post and has written another entry concerning it. The system works by sending a ‘ping’ between the blogs, and therefore providing the alert.
  • Vlog A video blog; a vlogger is a video blogger (e.g. someone who records himself interviewing people of a certain field).
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