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Shel Holtz
Communicating at the Intersection of Business and Technology
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Blog Council focuses on issues unique to big companies

Years ago, Myron “Mike” Emmanuel started a forum in which the top internal communicators from some of the biggest companies in the U.S. could get together a few times a year to share issues unique to large organizations. When Mike retired, the group faded until it was reinvigorated last year by ROI Communications. I was fortunate to be part of the group, that also included Roger D’Aprix and Brad Whitworth, that put the ROI Forum together. The rules are simple. There are no membership dues or fees. One of the participating companies hosts the meeting (it’ll be in Atlanta next, at the end of January). Only one company per industry can participate. The group stays small so meaningful discussions can be held. The meetings last one day with the group picking the topic.

The Forum is well-received by its participants, who represent companies like Chevron, Kellogg’s, Pitney Bowes and Hallmark.

imageThe same philosophy seems to underlie yesterday’s launch of a new group called “The Blog Council,” which was started under the auspieces of Gas Pedal, managed by Word of Mouth Marketing Association founder Andy Sernovitz. The idea is for big companies to be able to get together and discuss the issues that surround blogging in large organizations. The first meeting will be held in Orlando on January 22.

A press release on the group’s home page makes it clear that the Council is not a trade association or a nonprofit, but exists “as a forum for executives to meet one another in a private, vendor-free environment and share tactics, offer advice based on past experience, and develop standards-based best practices as a model for other corporate blogs.” Initial participants include The Coca-Cola Company, Kaiser Permanente, Dell, Nokia, SAP, Microsoft, General Motors and Wells Fargo, among others. (A complete list appears here.

Sernovitz is right when he suggests that big corporations face different issues than small companies and individuals. In the release, he says:

We still need to deliver a responsible and effective corporate message, but we need to do it in the complicated environment of the blogosphere.  We have to speak for a corporation, but never sound ‘corporate.’  And we have to learn to do it live, and in real-time.

The Council hopes to advocate for “responsible, ethics-based corporate blogs.” In addition, according to the release, the group will tackle questions like…

  • How do global brands manage blogs in more than one language?
  • What do you do when hundreds or thousands of your employees have personal blogs?
  • What is the role of the corporate brand in a media landscape increasingly geared toward
  • consumer-generated media?
  • What is the correct way to engage and respond to bloggers who write about your company?
  • How do you use a blog during a crisis?
  • How do you build buy-in for corporate blogging?
  • What is the appropriate way to respond to external posts?
  • What do you do when you provide product samples for review?

Others have also blogged about the Council’s launch, offering a range of thoughts about its potential. These include…

There is some skepticism among those commenting on the Council, based in part on the lack of effective blogging by some of the participants (although we don’t know what they’re doing internally, which will undoubtedly be fodder for discussion along with external blogging). There’s also some concern that the Council may be limiting itself by restricting discussion to blogs instead of the broader issue of social media.

But if it works the way the ROI Forum does (and the Conference Board’s, Forrester’s, and Gartner’s, to which the Council is comparing itself—I guess they haven’t heard of the ROI Forum), small group discussions away from the spotlight associated with conferences could produce useful results for the participants. And if they all get on the same page and employ best practices, those practices could spread beyond the Council’s membership. I wish Andy and the Council the best of luck.

12/05/07 | 8 Comments | Blog Council focuses on issues unique to big companies

Comments

  • 1.Hi Shel,

    I'm based in the UK and find your blog really interesting.

    The blog council is a good idea. I met with the head of media relations for a major bank today and he is unsure about how to engage with bloggers. It is a big issue for organisations. Obviously there are risks for big brands when they dip their toes in the 'blogosphere'. Personally I think it's a question of developing an engagement policy, an appropriate tone of voice, empowering staff to make posts following certain guidelines. But aboveall I think that large organisations need to know which are the most influential blogs before they start posting on them. Research first sounds a good plan.

    justin Hunt | December 2007

  • 2.I agree that it seems to be a great first step, but I also have to wonder about the logic of aggressive exclusivity. In doing so, they may risk creating an isolated and insulated bubble with the potential to reinforce error as much as create inspiration.

    It seems to me that there are many that could help them, especially in addressing the needs of larger corporations (because it different). Yet, these people, some of whom have some answers, are not qualified based on a simply measure of revenue or employee counts, to participate.

    Best,
    Rich

    Richard Becker | December 2007 | Las Vegas

  • 3.Interesting perspective, Richard. Others can speak at their meetings, as evidenced by Josh Hallet's participation in the upcoming meeting, and there's nothing preventing members from participating in other groups. But the challenges inherent in large organizations lead me to think this makes sense as a niche offering.

    Shel Holtz | December 2007 | Concord, CA

  • 4.Hey Shel,

    Thanks drawing that to my attention. Hallet is a fine addition.

    There are many excellent topics they hope to cover, discuss, and accomplish; part of their message just seemed off the mark to me.

    Hosting a niche conference is great idea; stressing the distinction eg. "no small businesses" a little less so. When topics consist of what do you do when 2,000 employees have personal blogs seems to convey that point well enough. That's all.

    Best,
    Rich

    Richard Becker | December 2007 | Las Vegas

  • 5.Wise comments as always Shel. I think that niche or exclusivity (or whatever word you want to use) is not always bad. One group I've had the pleasure of working with a few times is the Insurers Public Relations Council. Similar to the group you referenced in your post, it was a gathering of the top PR folks from the top US insurance agencies.

    They get together and discuss issues that are unique to insurance. They're discussions are very focussed (since they all speak the same language and live in the industry).

    Josh Hallett | December 2007 | Florida

  • 6.Josh,

    I think the minor communication observation is being taken a bit out of context, which is probably my fault for not just posting about it at length.

    However, the comparison is erred unless the insurance group included "no non-insurance companies" or "x number of employees" as a selling point. I don't think they did.

    Really, it was minor observation in that as good things come together, it might be useful to avoid stressing the obvious in a medium that is sensitive to exclusivity. Continuing to draw attention to it, as mentioned in your new post, only attracts more not less of the same. That might be worth adding to your presentation just as I've mentioned to some of my associates who will be there.

    All my best,
    Rich

    Richard Becker | December 2007 | Las Vegas

  • 7.As I mentioned in my post, I think that this group is probably needed. I am really looking forward to hearing more about it. And knowing some of the participants, as I do, I don't think that their intention is to hoard knowledge or shut out voices from the outside. They are just being very clear who they serve. As for blogging vs. social media, something tells me that they will broaden their scope naturally.

    Kami Huyse | December 2007

  • 8.For what it's worth, all of the various members of the ROI Forum -- the internal communications council for Fortune 100 companies -- are active in IABC and/or other organizations. They just need a place where they can focus with other people who can relate to -- and be of assistance with -- the issues that are purely unique to very large companies. I don't have a problem with this at all.

    Shel Holtz | December 2007 | O'Hare

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