It is a growing trend. Company employees and even senior executives are contributing to corporate blogs. A recent survey showed that seventy-six of the Fortune 500 companies now publish blogs. Thousands of other smaller firms do the same. Blogging is a good way of humanizing a major corporation by building a closer relationship with the customers and marketing new products. Blogs also, however, pose a hidden danger that may not be fully recognized at this early stage. Recently, I attended a program in which corporate bloggers were discussing their roles in corporate marketing and communications. The one thing that raised immediate concern was that the bloggers seemed to have little supervision as they placed thousands of words on the Internet on a company website. In one instance, a blogger at a major corporation said that she was expected to know what was appropriate for the company blog. None of the bloggers indicated that their organizations had any written policy about blogging or that they had been briefed by the company’s legal counsel on the potential liability issues involving a blog. Some of the issues should be obvious. At a public company, bloggers should not be making forward- looking statements concerning products, product development,… Read full this story
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