Mario Sundar

LinkedIn's 2nd PR hire. These are my thoughts on products, public relations, and startups.

Now that’s what I’m talking about…

The response to LinkedIn’s corporate blog launch (Disclaimer: I’m the Community Evangelist at LinkedIn) has been overwhelmingly positive and also sets the stage for us to now respond to reader expectations appropriately. Here are a couple of articles by prominent bloggers that definitely augurs well for our blog:

1. Mashable — LinkedIn launches corporate blog

The corporate blog will be fully interactive for users, enabling them to use the blog as a sounding board for concerns they may have. Looks like LinkedIn is providing a central location for things such as comments and questions; a great way for LinkedIn to gather pertinent information about their members. Their blog will also be used for offering tips and tricks that users can employ.

Another interesting point that Kristen Nicole noted was:

But unlike many other corporate blogs, you can leave a link in your comments and trackbacks as well.

As I’d mentioned in my earlier post, allowing comments is one of the important questions every company should ask itself before it launches a blog and that would depend on its reasons for starting a blog. I’d have to mention corporate blogs such as Yahoo! (run by Niki Dugan) and Dell (run by Lionel Menchaca, whom I met at the Web 2.0 Expo) allow comments and it’s great to be counted among such stellar examples.

2. Debbie Weil – What a good corporate blog should look like:

My friend Debbie, who has written one of the two definitive books on corporate blogging (the other being “Naked Conversations” by another good friend Shel and Scoble), enumerates 10 things that work on our newly started LinkedIn blog. First off, thanks Debbie.

Debbie cites, Platform, Navigation and Design as important factors and I couldn’t agree more. Also, I’d have to give credit where it’s due – to my colleague Mike Lin who designed the blog and another good friend from LinkedIn, Steve Ganz who worked with me during the launch. These guys are awesome and put together a consistent/simple design and helped launch a corporate blog that’s reminiscent of our overall brand.

One of the important things to remember about your corporate blog is that it’s got to be definitive of your brand. Veer too much into playful territory and it messes the brand. Be too professional and it loses the blogliness or the blogging spirit. Striking a delicate balance is SO important.


Most importantly, I was enthused by over 50 comments that our first post garnered on the very first day with inputs from corporate bloggers such as Niki Dugan (Yahoo!), Tim Jackson (Masiguy), John Ebbert (Context Web), Dave C. (Earthlink). I also did post a question on LinkedIn Answers on comment policy and that alone received an additional 20 answers. I believe one of the important measures to rate the success of a corporate blog is to see the engagement of the community. It’s been a good start thus far, and what this means is that we have to build on the trust that users/readers have given us on account of starting the blog.

Stay tuned to Marketing Nirvana (subscribe to our RSS feed) for exciting tidbits on how we build a strong corporate blog! And, BTW, I’m excited that Marketing Nirvana crossed 700 RSS subscriptions last week! Woohoo!

Filed under: Business Blogging

2 Responses

  1. Ann Handley says:

    “Striking a delicate balance is SO important.”

    Here’s my suggestion for your next post: HOW to strike a delicate balance.

    In my conversations with companies, many struggle with that fundamental question.

    Congrats, BTW, my friend!

    Like

  2. Mario Sundar says:

    Thanks, Ann. Your feedback, means a lot to me.

    I’d love to create a post titled “How to strike a delicate balance for corporate blogs?” and have added it to my blog calendar.

    Thanks for the suggestion.

    Like

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