Today there’s a lively discussion about Blogging, Social Media and Ethics on MarketingProfs. The question is whether or not it’s right to outsource your corporate blog to a ghostwriter. Some have issues with transparency, others with revealing too much to the competition. However, having a pro outside the organization — an outsider looking in, looking out — writing your blog who is sensitive to the issues and ethical, too makes sense.
I agree with both camps. First off, who wants to read your blog? If it’s dull and corporate, no one — except possibly your competition trying to uncover strategy. Also, why in the world would a CEO want to publicly discuss his business? GM’s CEO has done a stellar job of this. But maybe he should have spent more time watching the bottom line? I found this commentary on corporate blogging from a PR pro insightful.
Using a blog to create a conversation with potential clients is a good idea. If you can show them that you’re thinking about issues that concern them. And want to have them control the conversation.
Copy editing is definitely a good idea (someone of you had “their” instead of “there”) on a corporate blog. If you have one person overseeing the contracted writer/blogger…who’s available on a daily basis…outsourcing to a pro is a great idea: Simply give them a byline as editor to solve the transparency issue.