- Set some sensible and hygienic ground rules - don't be too stifling but, at the same time, don't allow anything and everything on the corporate blog
- Remember that a blogger can create a huge audience - and the blog is associated with the blogger. Not the corporate. So when the blogger moves, the blog moves. The corporate could have some potential repercussions.
- Align the blog with the business strategy. Don't blog for blogging sake. Dell being a 'direct-to-customer' leverages listenting to its customer through the blogs.
- When getting started, try with a narrowly focused blog - and then open the flood-gates. Apple successful did this.
Check out the complete article at BusinessWeek.
Lessons in Corporate Blogging . What your company can learn about keeping an online journal from the likes of Dell, Microsoft, and Apple