Update your blog often, and make liberal use of
hyperlinks. The more sites you link to, the more sites will return
the favor.
...
As for what not to do: Don't wait until a crisis hits to set up
a corporate blog -- it needs time to build up trust. Speaking of
trust, whatever you do, don't let your corporate flacks write your
blog. "They will take any life out of your writing," says
Scoble.
Whoever does end up writing the blog, don't keep them anonymous
or hidden behind some cutesy character. For example, if you blogged
for Coca-Cola, don't be "The Coke Guy."
Other tips: Don't shut down existing employee blogs. If they are
positive about the company, Rubel suggests turning these
evangelists into a voluntary sales force. If they are negative, you
might have a larger morale issue that needs to be addressed. And
don't use search engine trickery to boost the profile of your blog.
People will find out.
Staying current is absolutely critical. If you can't post on something that resembles a regular schedule, then it's probably best not to bother at all.
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