March 12th, 2009 | 
Author: A post-script to the PIMA Annual Meeting talk by the panel of insurance company exec’s (see them here). These leaders addressed the subject of “views on today’s major business and economic issues… as well as opportunities and challenges as they position their own companies for future success.”
They spoke about effective corporate communications, listening to the customer, etc., yet none of them (or their companies) had a Blog!!! And when I asked about that in the Q&A, they, ummm, stumbled around a bit (see my blog post).
I told a couple of them I’d follow up with some information that would help resolve some of the myths about security and compliance concerns wrt blogs. Doing that research now…
Curious if you know of any insurance or banking/finance companies that have a corporate blog? Also interested in any kind of ‘corporate america’/big company blog. Here are a few I’ve found so far…
BofA
Cisco
Boeing
GM
Also, what is your take on the reasons they gave?
- “Well, we’d like to blog but security and compliance won’t let us…”
- “Well, we don’t have the time to blog….”
- “Well, we’re not sure who would write the blog and what the content strategy would be…”
Do you have any examples/links to share that add insight into how these issues have been solved?
Thanks a MILLION for any help. Remember, Lurking is Lame!
Posted in Insurance-Technologies
Here's my take on their reasoning –
1. You have to work with the legal and information security teams to make this work. They have valid concerns but they can be addressed and mitigtated if you plan for them.
2. Does your company have time for a marketing strategy? Good, your blog should be part of this. Two requirements for a blog author – passion and energy. If they have passion they will be the best writers with the best ideas for content. If they have energy for the project they will make time.
3. Don't start a blog until you have a strategy. A blog is not a strategy, but it can be a great way to accomplish certain strategies.
Mike – Reason #1 is the one objection I hear most. And frankly, it is an easy out, so I challenge it. We already have information out on the Interwebospherascape. As you have Wise-ly (pun intended) noted in the past, why not use "legal/complaince/security/whatever approved content".
Very funny, John. But I agree with both yours and Katie's point. The legal and compliance dodge doesn't carry water anymore. A well-engineered and crafted, interactive site (i.e. blog) can be extremely effective for sales, marketing, research, customer service, boosting employee morale, branding, and a host of things. It's a real work-horse the product or organization.