The more I think of it, the more obvious it becomes. The only long-term tool a company can use to "control" blogging employees is internal communication; the things we do to support a corporate culture where all employees understand what the company is doing, where it's going and why. The post where I . Not because they're told so, but because they want to. Because they understand and accept the strategy. This is nothing strange or new. Most companies have been trying to do this for a long time. Bloggers don't change the purposes or methods of traditional internal communication (but maybe the tools). Bloggers are merely one more reason to do it well. It is strange, though, that this perspective isn't discussed more. Could it be a result of the extrovert nature of bloggers, and therefore blogging? Or is it the same old story... External communication is visible. You compete with others. You may win prizes. It's the sexy side of the business. Internal communications is about organizational culture. It's difficult. There are very few quick wins. Regardless of the reason, this is something I'm sure a lot of companies with many employee bloggers will learn. Internal communication is the tool to manage an organization that opens up to the world. CorporateBlogging.Info blog which is a guide to business and corporate blogging.
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