Gaby Dawson, Alex George, Ian Knechtle, Olivia Zacks
Seek the truth and report it – This applies to all blogs, for corporate blogs the most important thing is that they are telling the truth about the products they are likely pushing in the post. If it is an informational post then it is important the company is getting the whole story right. In Whole Food’s “Whole Story,” blog they recently wrote about how food is frequently wasted, giving studies and backing up their cause, they also gave ways to prevent this. It is important the information is correct here or else the post is completely useless.
Act independently – Unlike independent blogs corporate blogs are usually trying to incorporate their own products into their blogs. For blogs such as Whole Food’s “Whole Story,” the company uses recipes and DIY’s to connect with readers. While doing so the company also incorporates products they sell in order to execute the recipe. Another example includes BMW’s blog, which showcases numerous BMW cars and positive posts about their brand.
Be accountable and responsible – It is important to be accountable and responsible when posting. It is essential to acknowledge how readers are viewing corporate blogs, both positively and negatively. If something is seen as negative to readers, it is important for corporate blogs to understand, accept and recover from this. The best example is when The CEO of Whole Foods wrote a blog separate from “Whole Story” and this blog slandered other products, this was not his place to comment, and reflected poorly on the company.
Respect competition – Although it may be difficult, corporate blogs need to respect their competition to convince readers that they are a trustworthy and fair. If a brand posts negative content about a competing brand on a blog, readers will also view the brand in a negative light. These kinds of actions reflect poorly on the brand as a whole and its employees. As in the example above with Whole Foods, the corporation received a lot of flack for posting negative content about other brands.
Provide content that is relevant and important to the topic – Corporate blogs should post content that is relevant to their specific brand and to their target audience. If an individual is looking at a corporate blog, they are interested in the brand for some reason. Therefore, corporate blogs should stick to certain topics that their brand is involved in to adhere to their target audience and not stray away from the originality of the brand. Patagonia’s blog has been very successful at providing visual content of nature and the outdoors that is directly connected to what Patagonia stands for. Another example includes Amazon and their Amazon Web Services blog, which provides content that can be beneficial to consumers and involves tips and services for users.
Present opinions as opinions – Your opinion and interpretation of events is important and should be shared but must never be confused with hard facts or data. When voicing your own or someone else’s opinion or interpretation, always state it as such. Never present opinion, interpretation or conjecture as fact.
Give credit when necessary – If quoting another source or using another source’s ideas, give credit to original owner of content by providing a link or using quotes. This will ensure that readers view a corporate brand as trustworthy.
Minimize harm – Show compassion and be sensitive to those that may be affected by the content. Show good taste and recognize that individuals will always view content in different ways. Because of this, corporate blogs should be respectful in the words and images that they post in hopes of avoiding misconceptions.
AWS Official Blog. Retrieved April 12, 2015, from https://aws.amazon.com/blogs/aws/
Blogger Code of Ethics. (2006, August 26). Retrieved April 12, 2015, from https://fromtheleft.wordpress.com/bloggers-code-of-ethics/
BMWBLOG. Retrieved April 12, 2015, from http://www.bmwblog.com/
Code of Ethics for Bloggers, Social Media and Content Creators. Retrieved April 12, 2015, from http://mor10.com/code-of-ethics-for-bloggers-social-media-and-content-creators/
Patagonia. Retrieved April 12, 2015, from http://patagonia.tumblr.com/
Whole Story. Retrieved April 12, 2015, from http://www.wholefoodsmarket.com/blog/whole-story