A defined team
For larger companies, where an all-hands-on-deck policy is not feasible, a blog may be run
by a small team or department. This provides many of the advantages discussed
previously??”multiple topical experts, different personalities, and shared responsibility.
However, since a specific segment of a larger company is involved, the blog can afford to
be narrow in focus but deep in exploring content.
Of course, this only works well if it??™s a team the public cares about, which means it should
be a team that is doing (or at least saying) something unique. Most companies would find
few readers if their accounting department ran a blog, but any time research and development,
sales, and other public-facing areas are involved, people cling to every word.
Software and technology companies use this technique very well. Earlier in the chapter, we
discussed the immense popularity and industry gravitas the Microsoft IEBlog maintains.
Microsoft runs similar blogs for other products, with equal success. Other technology
companies like Sun, Google, Yahoo, and Apple also run team blogs about products, and
they are well-read throughout the industry because the public recognizes these writers as
product specialists.
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