Corporate blogger: angel or demon ?

Corporate bloggers are faced with a unique challenge. They must simultaneously speak the voice (and the message) of the organization while also "fitting in" with a community of real people. How can you  stay authentically human in an online environment that can be highly rewarding and highly political?

There is ongoing tension between what the organization wants and the community, which in addition to employees is made of customers/prospects, special interest groups and partners. The most effective corporate blogs brave the delicate balance, build a community, and most of all, let the blogger come across as smart without getting called into the boss's office (for the wrong reasons).

Social media and blogging create the potential to (1) go from B2B and B2C to P2P (peer to peer); (2) talk to entire groups (niche or otherwise); (3) learn to present content that is appealing to customers.
So is it about content? Is it about interaction? Or is it about commerce? Regardless of what *you* think, it’s about how blogging and social media - executed well - create a personal connection. Once you open that door, there is no turning back. Here’s an excellent presentation by Valeria Maltoni.
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