Corporate Blogs and Twittering

I have heard arguments both for and against blogging or twittering on behalf of a corporation. According to MediaWeek for the last several years, new marketing experts have implored corporations to “join the conversation,” namely through blogging. The problem being is that currently, several years into the blogging phenomenon, not many consumers trust these corporate blogs.  Personally, there are many corporate blogs I read, trust and enjoy. One of them is the Google Reader blog. I find it informative, personal and easy to relate to in the first person plural tone in which it is written. I think it’s possible to have a successful corporate blogging experience.  AdAge reported that 20% of the Fortune 500 have blogs.   Chris Baggott says, that “almost every one of those blogs are the traditional C-level, Thought Leadership kind of blather.” He claims that people don’t trust the C-level. The only successful corporate blogging approach is one that includes employees, because that’s where the trust factor comes in. Employees are the credible source. Does that mean that we can twitter or blog with a company/brand name if we first explain (in our profiles) that we are (name) blogging on behalf of (company) ??  Is that simple acknowledgement, of an individual actually typing the posts or sending the tweets, enough to earn a consumers trust?

I liked these Five Steps to a Successful Corporate Twitter Presence on how best to use corporate twitter accounts, when you do want to use a brand/company name for your twitter.

  1. Listen. It’s easy to set up and subscribe to a search of your brand or company name.
  2. Add value. Provide useful content for those that choose to follow you.
  3. Only follow when followed or mentioned. Having an anonymous entity follow you is a bit like receiving spam – you don’t know who it is or why you’re getting it. If your following:followers ratio is more than 2:1 then you are probably being a bit desperate.
  4. Reply. Respond to every tweet directed at you.
  5. Use replies rather than direct messages. Be transparent about what you’re saying to others on Twitter.

Is it a good move to introduce a blog for a personal brand or company if it’s the behind the scenes employees that do the posting and tweeting and own up to it?? Or is this still a risk for consumer mis-trust? What do you think?

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