Businesses embrace blogging


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Kodak made a splash in April by naming a chief blogger, long-time employee and recent blogger Jenny Cisney. Kodak has three outward-facing blogs written by employees. One, A Thousand Words, contains stories about taking and sharing photos by Kodak employees. Another, Plugged-In, is where employees share product information. A third, Grow Your Biz, is the company's newest blog and is focused on graphics communications. “I think naming Jenny our chief blogger shows that we take blogging seriously and value listening, communicating and sharing tips and ideas with our customers,” said Krista Gleason, Kodak's manager of corporate media relations. “In this position, Jenny is able to focus full time on our blogs and podcasts, cover trade shows and events, and represent Kodak at social media conferences—all in an effort to boost the company's social media activities.” Among Intel's blogs are a multilingual corporate blog, a larger-scale community site and a third on software development. The focus of all Intel's blogs is about getting technical experts to blog directly, said Annie Rodkins, Intel's program manager for Web marketing. The technical community that Intel serves wants to talk with technical peers. That means pulling those employees away from their usual jobs for a spell—a tough process, but one that is getting easier, Rodkins said. “All of our bloggers have day jobs as engineers or executives, and that imposes limits to how much time they can devote to blogging,” Rodkins said. “Fortunately we are starting to see a gradual shift in the organization whereby blogging and other conversational marketing activities are called out as part of an employee's job description, and participation in these activities is recognized as a contribution in the employee's performance evaluation. The importance of this step cannot be underestimated if an organization is truly committed to blogging.” M
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