Moving from "why" to blog to "how" to blog
June 8, 2006
Very interesting post from March, which I just discovered, on Elizabeth Aibrycht’s blog “CorporatePR”
“Strategy: When to Use Blogs?” where she says:
I quote:
“We are rapidly moving from figuring out “why” to blog to “how” to blog. But before we get to the mechanics of blogging itself, we have to make some strategic decisions about how to engage in the blogosphere and the type of blog we might want to produce. Beginning with the latter, Dr. Ansgar Zerfass, a noted authority on PR in Germany (author of 13 books) presented us with food for thought at the EuroBlog2006 Research Symposium.”
Her post includes 2 key diagrams, and a link to Dr. Zerfass’s full presentation.
Some good food for thought here regarding internal blogs, especially in large, global organisations where internal blogging is actually similar to external blogging in certain ways.