May 23rd, 2008
I’ve written at least one post on corporate blogging before, but I gave them a little more thought this week.
This was because I ran a break-out group at this week’s CMO Club summit on PR 2.0, which I would loosely define as the new practices, policies and opportunities available to individuals and companies based on the digital innovations we all fondly call Web 2.0.
So I created a hand-out, which included such items such as how to track blogs, monitor Twitter tweets, figure out when to social(ly) network and so on.
One of the more active conversations focused on the topic of corporate blogs – notably, when should a company consider creating one? My top rules are that a corporation might consider a corporate blog when:
1. Two-way, honest conversations between senior management and both employees as well as consumers are already part of the company culture (think Sun and Stonyfield Farm)
2. Roles and responsibilities for the blog are clear and there is genuine commitment to (a) constant maintenance and (b) responding immediately (or at least promptly) to a problem
3. The company is prepared – both short-term and long-term – for what Kathy Sierra calls “the physics of passion.”
[NOTE: The famous corporate blogger Robert Scoble delivers the corporate blog manifesto here]
I guess I neglected what should be Rule #4: Your CEO isn’t a looney tune or, at minimum, far to colorful for public consumption.
Case in point: Dov Charney, Founder and CEO of American Apparel. Today’s WSJ includes an article on how American Apparel’s CFO has resigned after Charney called him “a complete loser” while sitting for a WSJ interview in March. Now that’s a bad performance appraisal!
In the past, Charney has gotten into hot water for engaging in completely inappropriate behavior during magazine interviews, having inappropriate (there’s that word again) encounters with company employee, hiring models from local strip bars, having scantily-clad employees serve him meals (at home), running around the office in his underwear and referring to women in ways that even he says he wouldn’t use with his mother. His claim to fame (that, in my opinion, unfortunately outshines his philanthropy and US manufacturing-centric ethos) is that he’s been sued for sexual harassment more times than Joe Francis.
The photo is from an American Apparel “Apres Ski” advertisement. That’s Dov on the left.
It remains to be seen how he does once several quarters as a public company sinks in. In the meantime: no corporate blogs, please!
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