He titulado esta nota de esta forma debido a la posibilidad de algunas empresas interesadas en el blogging, en decidirse si la persona de Relaciones Públicas o un Blogger deben escribir el blog.
En mi opinión ambas, pero para dejar más claro el porque de mi respuesta, reproduzco los 18 puntos de John Sumser: “No hay ventajas obtenidas de los blogs. Bloggers crean valor para la organización”
Aquí el porque es mejor la labor de un blogger.
There are no benefits gained from blogs. Bloggers create value for the organization
1. Bloggers produce a level of transparency that appeals to customers, investors and potential employees.
2. Bloggers may create a dialog with specific pockets of talent, building a robust employment brand in a microniche.
3. Bloggers can teach leaders the difference between management and control.
4. Bloggers create a new, vital feedback loop that helps flatten the organization.
5. Bloggers drive out costs by making inefficiency visible.
6. Bloggers put a human face on the organization. This is particularly valuable to large companies.
7. Bloggers make ideas real.
8. Bloggers fuel innovation by providing additional channels for recognition.
9. Bloggers attract so called passive candidates by talking shop.
10. Bloggers become very media savvy very quickly.
11. Bloggers create a “trip wire” for important external information.
12. Bloggers can create communities that improve the quality of potential employees.
13. Bloggers can develop the relationships that make just in time hiring possible.
14. Bloggers deliver “sunlight” to the dark corners of the organization.
15. Bloggers enable the company to define the arena for a range of PR issues.
16. Bloggers provide additional venues for employee and investor communication.
17. Bloggers learn the critical skills in direct marketing, audience development and communications.
18. Bloggers develop their leadership abilities by having time in the spotlight.
Por el otro lado, un blogger solitario, sin una comunicación estrecha con la compañía, pudiera representar un riesgo al cual muchas firmas prefieren no asumir y, en consecuencia, no publican un blog.
There are no risks associated with blogs. There are serious risks associated with bloggers.
1. Bloggers create a kind of transparency that’s difficult to manage.
2. Bloggers can place company secrets directly on to the Internet.
3. Bloggers can make public mistakes that affect the company’s image.
4. Bloggers are uniquely able to give away proprietary information.
5. Customers will assume that a blogger speaks for the company.
6. Bloggers will probably deviate from the “company line”.
7. Bloggers are likely to believe that no supervision is required.
8. Bloggers are likely to believe that no value needs to be produced.
9. Bloggers can inadvertently lead competitors to key personnel.
10. Bloggers may show a more accurate view of the inner workings of the company.
11. Bloggers may criticize company policies and management in public.
12. The material that bloggers produce is sometimes called evidence.
13. Employees may be jealous of the attention granted to individual bloggers.
14. Employees may believe that a blogger speaks for the company.
15. Employees may be swayed by a blogger’s criticisms of the company management.
16. It is really hard to replace a successful blogger.
17. There are no obvious career paths for bloggers so rewards are problematic.
18. Bloggers spend time doing things that don’t look like work.
Si revisas los puntos anteriores, es fácil confundir la labor del blogger. Sin una visión de su trabajo, en lugar de agregarle valor a tu organización, puede convertirse en alguien no deseable.
Visto en: blogpocket
