Company Blogging Basics.

Why would you create a blog for especially for customers? Because they are key stakeholders.

And because blogs are inexpensive, evergreen, deliver brand promise, engage customers and build loyalty.

At a recent IABC meeting in Atlanta, a panel of corporate and academic experts gave several tips for companies that want to create customer blogs.

* Make a long-term commitment. You can't just post...and walk away.
* Ensure the link is obvious on your website.
* The design should be easy to navigate.
* Be genuine in voice.
* Moderate the content.
* Address detractors. But don't try to control the conversation.
* Let your customer community come to your defense.
* Respond to misinformation quickly.
* Recognize it takes time and skill to blog.

Check out http://www.coca-colaconversations.com/, which recently celebrated its one-year anniversary.