Valuable Checklist for Corporate Blog Evangelist

This is my post for this week’s Linkedin Bloggers Boost.

On his Web Strategy by Jeremiah blog, Jeremiah Owyang has a valuable post on How to be a Corporate Blog Evangelist .

I liked the first two steps:

1. Read blogs

2. Start blogging

Obvious perhaps, but to be ignored at the budding evangelist’s peril.


4. Don’t accept blogging advice from people who are not bloggers.

I have heard people who are not bloggers but have perhaps read a few blogs reveal unwittingly their profound ignorance of the subject by choosing to speak authoritatively to others who asked innocently ‘what’s a blog?’ It’s not easy to undo the damage and I feel sorry for business owners for whom a blog could have been very useful but have been turned off by someone who basically didn’t know what they were talking about.

Having previously thought of blogging evangelists as being a bit like wandering bards – or prophets  – rather than people in a corporate structure, I had to adjust my thinking to pick up properly on what Jeremiah is saying in his post. Because it seemed to me to be pitched to someone employed in a company, who is suddenly tasked (as a former navy officer friend of mine used to say) to be the in-house corporate blogging evangelist. Or perhaps someone in a company, who finds out about blogs and sees this as something that should be promoted – a self-selected, but as yet not educated evangelist, as it were.

One of Jeremiah’s points (6) is Find a champion if your voice is not loud. I’d at least find a powerful ally and in fact I would want to amplify that or even have another point in the list, something like: If you don’t have clear authority and backing at CEO level, get it as fast as you can – and make sure there is something in writing and witnesses. Not to be pessimistic mind – just taking sensible precautions. On a more positive note, I would want to explore the possibilities of the CEO being involved quite directly and contributively.

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About Des Walsh

I show business owners and other professionals how to navigate the social media maze and use LinkedIn effectively. I'm an author, speaker, business coach, social media strategist and LinkedIn specialist. Connect with me on LinkedIn, Google Plus and Twitter. And to stay in the loop, get my weekly Social Business Bites.