Blog Rules: A Business Guide to Managing Policy, Public Relations, and Legal Issues PDF
Preview Blog Rules: A Business Guide to Managing Policy, Public Relations, and Legal Issues
OtherBooksbyNancyFlynn InstantMessagingRules:ABusinessGuidetoManagingPolicies,Security,and LegalIssuesfor SafeIMCommunication,NancyFlynn,(AMACOM) E-MailRules:ABusinessGuidetoManagingPolicies,Security,andLegalIssues forE-MailandDigitalCommunication,NancyFlynnandRandolphKahn, Esq.,(AMACOM) TheePolicyHandbook:DesigningandImplementingEffectiveE-Mail,Internet, andSoftwarePolicies,NancyFlynn(AMACOM) WritingEffectiveE-Mail: ImprovingYourElectronicCommunication,Nancy FlynnandTomFlynn(Crisp) E-MailManagement,NancyFlynn(ThomsonLearning) .................15888$ $$FM 05-19-0609:29:45 PS PAGEi This page intentionally left blank B l o g R u l e s A Business Guide to Managing Policy, Public Relations, and Legal Issues Nancy Flynn American Management Association New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco Shanghai • Tokyo • Toronto • Washington,D.C. .................15888$ $$FM 05-19-0609:29:45 PS PAGEiii SpecialdiscountsonbulkquantitiesofAMACOMbooksare availabletocorporations,professionalassociations,andother organizations.Fordetails,contactSpecialSalesDepartment, AMACOM,adivisionofAmericanManagementAssociation, 1601Broadway,NewYork,NY10019. Tel.:212-903-8316.Fax:212-903-8083. Website:www.amacombooks.org Thispublicationisdesignedtoprovideaccurateandauthoritative informationinregardtothesubjectmattercovered.Itissoldwiththe understandingthatthepublisherisnotengagedinrenderinglegal, accounting,orotherprofessionalservice.Iflegaladviceorotherexpert assistanceisrequired,theservicesofacompetentprofessionalperson shouldbesought. Althoughthisbookisdesignedtoprovideaccurateandauthoritative informationinregardtothesubjectmattercovered,itissoldwiththe understandingthatthepublisherandauthorarenotengagedinrendering legal,regulatory,technology,orotherprofessionalservice.Thebookis presentedasageneraloverviewandguideanddoesnotprovidelegal, regulatory,compliance,technology,communications,orsecurityadviceor opiniononanytopiccontainedwithin.TheauthorofBlogRulesdid notandcouldnotcontemplateeverysituation,problem,orissuethat mayarisewhenblogging,andthisbookdoesnotpurporttobeexhaustive ofallsituationsthatmayarisewhenusing,implementing,orrelyingon blogtoolsandtechnologies.Iflegaladviceorotherexpertassistanceis required,theservicesofacompetentprofessionalpersonshouldbesought. LibraryofCongressCataloging-in-PublicationData Flynn,Nancy,1956– Blogrules:abusinessguidetomanagingpolicy,publicrelations,andlegalissues/ NancyFlynn. p. cm. Includesbibliographicalreferencesandindex. ISBN-10:0-8144-7355-5 ISBN-13:978-0-8144-7355-9 1. Businesscommunication—Blogs. 2. Customerrelations—Technological innovations. 3. Blogs. 4. Corporateculture. I. Title. HD30.37.F59 2006 659.2—dc22 2006002362 (cid:2)2006NancyFlynn. Allrightsreserved. PrintedintheUnitedStatesofAmerica. Thispublicationmaynotbereproduced,storedinaretrievalsystem,ortransmittedinwholeorinpart, inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,without thepriorwrittenpermissionofAMACOM,adivisionofAmericanManagementAssociation,1601 Broadway,NewYork,NY10019. Printingnumber 10 9 8 7 6 5 4 3 2 1 .................15888$ $$FM 05-19-0609:29:46 PS PAGEiv To Paul, Bridget, and Tim. Thank you, as always, for your patience and support. .................15888$ $$FM 05-19-0609:29:47 PS PAGEv This page intentionally left blank CONTENTS Part1 TheCaseforStrategicBlogManagement 1 Chapter1 WhyBlogRules? 3 Chapter2 BlogsPoseUnprecedentedRiskstoBusiness 13 Chapter3 StartwithaClearObjective:WhyBlog? 20 Chapter4 ProceedwithCaution:Self-AssessmentforWould-Be BusinessBloggers 26 Part2 LegalRisksandRegulatoryRulesintheBlogosphere: WhyEvery EmployerMustEstablishBlogPolicies andProcedures 37 Chapter5 TreatBlogPostsasBusinessRecords 39 Chapter6 BlogsCreateMillion-Dollar(SometimesBillion- Dollar)LegalHeadachesforEmployers 47 Chapter7 Shhh!BlogsPutTradeSecretsandConfidential InformationatRisk 54 Chapter8 BlogBestPracticesforPublicCompaniesand RegulatedFirms 58 Part3 DesigningandImplementingEffectiveBlogRules andPolicies 65 Chapter9 UseWrittenBlogRulesandPolicytoControl Content,MaximizeCompliance,andReduce Liabilities 67 Chapter10 CommunicationIsKeytoCompliance:Train,Train, andTrainSomeMore 77 Part4 TheBlogIsAllAboutContent 83 Chapter11 ContentCanMake—orBreak—YourBlogandYour Business 85 vii .................15888$ CNTS 05-19-0609:29:53 PS PAGEvii viii CONTENTS Chapter12 ManagingandEditingWriters’ PostsandReaders’ Comments 91 Chapter13 BlogEtiquette,orNetiquette:Twelve TipstoHelp MaximizeCivilDiscourse 96 Chapter14 BattlingCommentSpamandSplog 103 Part 5 BlogBacklash:EmployersFightBackwithLawsuits andPinkSlips 109 Chapter15 Employee-BloggersBeware1:BloggingCanGetYou Fired! 111 Chapter16 Employee-BloggersBeware2:BloggingCanGetYou Sued! 116 Chapter17 HowtoBlogWithoutGettingFired:EightTipsfor BloggersWho WanttoKeepTheirJobsandStayout ofCourt 120 Part 6 PublicRelationsintheBlogosphere:Telling Your Story,RecruitingCustomerEvangelists,Positioning CEOBloggers 125 Chapter18 TheRulesofEngagementHaveChanged:Blogs MakeItHardertoControlYourMessageandYour Brand 127 Chapter19 SpreadingtheWordandSellingtheBrandThrough CustomerEvangelistsandBrandBloggers 133 Chapter20 PositioningtheCEO-Blogger asOpinionLeader 139 Part 7 ManagingYourReputationintheBlogosphere 149 Chapter21 You’veBeenBlogged:HowtoPreparefor—and Respond to—AnAttackintheBlogosphere 151 Chapter22 BestPracticesHelpKeepBlogstormsatBay 158 Part 8 PuttingBusinessBlogstoWork:IBMandEdelman ShareBlogSecrets,Strategies,andSuccessStories 163 Chapter23 Q&AwithIBM:BlogCentralKeepsIBMEmployees attheForefrontofTechnology 165 Chapter24 IBMBloggingPolicyandGuidelines 171 .................15888$ CNTS 05-19-0609:29:53 PS PAGEviii CONTENTS ix Chapter25 Q&AwithEdelman 179 Chapter26 Edelman’sPrinciplesandCodeofConduct: MaintainingaWeblog 184 AppendixA: Thirty-SixBlogRules:BestPracticestoKeepYou out ofCourtwithYourCorporateReputationIntact 187 AppendixB: SampleBlogPolicies 191 Notes 199 GlossaryofBlogLegalandTechnicalTerms 215 Index 221 AbouttheAuthor 227 .................15888$ CNTS 05-19-0609:29:53 PS PAGEix
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