Many writers regard writing is “anti-social” because it is a lonely exercise – poem or prose is produced by one individual, sitting in a closed room, disconnected from the outside world, focusing on his/her own thoughts.
However blogging – especially if it is a group blog – that is blog written for a product or service team, it involves less individual writing but more curation – collecting people’s inputs. Here is a good example of a CEO blog and that of a group blog.
Group blogs should source expert inputs of team members. Then again, the assembly line of a blog should extend beyond the team or organisational boundry to source the inputs of ideators participating in conversations happening around the same topic in social media networks.
However, in most cases, creating a blog becomes the job of a public relation or corporate communication department. And creating a group blog never becomes a group exercise – there are no brain storming and team participation. Team members do not know what blog is created and when it is published, until they happen to see it after it is published in the corporate website.
Taking advantage of the networked workspace, it is possible to create an exclusive social media mailing list where the blog theme or social media editorial calendar can be shared and inputs from memebers can be collected.
There is a need for whoever writes the blog to play the role of a corporate reporter, sending out questions, creating surveys or polls, to source internal expert inputs for “mobilising” social media content. When internal voices are heard and moderated, the group blog can play its own role as a knowledge management tool too, boosting the morale and employee participation.
Equally, important is the need to listen to social conversations around the blog theme to quote the excerpts of external expert views. Usually, a blog with more external back-links can have more engagability – having the potential to generate retweets, back-links, and bookmarks.
Metaporically, group blogs are like children born as a result of the marriage between suitable ideas of internal and external participants. Hence, when it comes to creating group blogs, companies should focus on encouraging participation of internal stakeholders, as well as participating in external social conversations.