This post wraps-up to my series on the individuals involved with corporate social media programs. In the first part I looked at the downsides of an organization becoming too reliant upon an individual with a social media/community initiatives. The second post looked at the same issue from the standpoint of the individual who may become overshadowed by the brand they serve. I wish this third post could come under better circumstances, but in business things don't always turn out the way you want them to. What happens when you layoff the staff that runs your corporate blog?
Earthlink corporation has been undergoing some tough times recently that culminated with a number of staff being laid off last month. One of those was their official corporate blogger, Dave Coustan. Dave was hired in 2005, to be the first 'blogmaster' for Earthlink. Longtime readers of this blog may remember that Toby Bloomberg first spotted Earthlnk's ad for this position back in 2005.
If you have a corporate blog and you take away the blogger, well you guessed it, the blog probably goes away too. Dave talked recently about the changes going on at Earthlink and what it will mean for Earthling, the corporate blog.
While many corporate blogs are indeed that, a 'corporate' blog, the people reading them often follow the personalities that write them. This is very similar to how people follow columnists in the print media. While I read SI.com, I usually seek out the work of Peter King. If Peter ever left SI, I'd probably visit SI.com less frequently.
One of Dave's major responsibilities was writing the blog, in his absence what can/will Earthlink do? I don't think turning the blog over to a group of people that can't give it their full attention would be wise. Also, Earthlink says one of their goals is to concentrate on doing a better job for their existing customers. It's a bit ironic then that they'd take away a communication vehicle between company and customer.
Tying back to my first two posts on this subject: 1. What could/should happen to the blog and 2. What should Dave, the individual, or in this case the Earthling do?
Visitor Comments
If cost is the issue, then perhaps a more cost effective staffer would be the right thing to do. This will require more training, patience from management, but it's better than letting the blog go fallow...
Posted by: Geoff Livingston | September 21, 2007 8:16 AM
I don't think a 'cost-effective' staffer is the solution. It's not like corproate blogs are always run by senior level VPs making huge bank. The good blogs are written by the regular staff. Going cost-effective would probably lower the quality of the blog which is worse than closing it.
Posted by: Josh Hallett | September 21, 2007 10:31 AM
Great series of posts...
The telling comment is that they state they are returning to their "core business," and unfortunately don't see having a consistent presence on their blog as a core function. I agree with your sentiment that it's ironic at best that Earthlink feels it can focus on the customer by eliminating a discussion channel.
PR/Communications should be considered a core function of any company, especially one that hopes to serve the public.
A "cost-effective" staffer who writes well could be a solution--I think it's a leap to assume that no one else could do as good a job, it just won't be the same voice. The problem is that good writers are few and far between, and those who are good writers aren't always valued as they should be.
Sad situation the whole way around, IMHO.
Posted by: Jen White | September 21, 2007 11:51 AM
As a student at Auburn University in Public Relations we are learning the importance of social media in PR practices. Blogging is an effective way to instantaneously reach the public. It is an important tool for organizations to utilize and should not be ignored. It allows you to not only keep up good relations with current costumers but creates awareness and name recognition to new audiences. Blogging has become and important and necessary function of upkeeping consumer relations and bringing in new publics. Beyond this it is an inexpensive way to do so.
Posted by: Jordan | September 25, 2007 12:06 AM
Well, I'm not sure it lowers the quality. It's just a different voice from a different level within the company. The value depends on the mind of the staffer...
But if a company does decide to close the blog, they need to publicly close it with a final post rather than letting it sit like a dead blog never updated again.
Posted by: Geoff Livingston | September 25, 2007 7:29 AM
If there are people that are following "Earthling" for the earthling, then Dave should keep blogging. Either on his own site (which he may or may not do already) or find a larger site to work with that shares his vision and passions in life.
Posted by: Eric Marden | September 26, 2007 5:44 PM