Blog Rules
A Business Guide to Managing Policy, Public Relations, and Legal Issues
Published on 16. August 2006
Book
Paperback/Softback
224 pages
978-0-8144-7355-9 (ISBN)
Description
"From the millions of people with a conviction or cause they're eager to share with like-minded readers, to the thousands of corporations looking for a more effective and reliable way to build trust-based relationships with their customers, it's no wonder that an astonishing 80,000 new web logs -- -- or ""blogs"" -- are appearing daily. Unfortunately, this includes employees who might reveal confidential company information, and even official corporate blogs that could potentially misrepresent company finances. Everyone, it seems, is blogging, and any organization that fails to take advantage of this exciting new platform, while also protecting itself from legal liabilities as well as critical or defamatory remarks, is sure to suffer the consequences.
Blog Rules is a best-practices guide to establishing the blog-related policies and procedures your business needs. You'll learn how to:
* Legally and ethically regulate employees' personal blogs that mention the company
* Protect trade secrets and other proprietary information
* Manage the legal and business exposure associated with corporate blogs
* Respond swiftly and effectively to blog assaults against the company -- and much more.
The book helps you control your message and your brand, showing you how to train and familiarize your people with the rules you've established, and how to protect your reputation from both internal and external sources. Featuring secrets, strategies, and success stories from real-life companies, including IBM and Stonyfield Farms, Blog Rules is the one guide you need to ensure that your organization is helped and not hindered by this revolutionary tool."
Blog Rules is a best-practices guide to establishing the blog-related policies and procedures your business needs. You'll learn how to:
* Legally and ethically regulate employees' personal blogs that mention the company
* Protect trade secrets and other proprietary information
* Manage the legal and business exposure associated with corporate blogs
* Respond swiftly and effectively to blog assaults against the company -- and much more.
The book helps you control your message and your brand, showing you how to train and familiarize your people with the rules you've established, and how to protect your reputation from both internal and external sources. Featuring secrets, strategies, and success stories from real-life companies, including IBM and Stonyfield Farms, Blog Rules is the one guide you need to ensure that your organization is helped and not hindered by this revolutionary tool."
More details
Language
English
Place of publication
New York
United States
Target group
Professional and scholarly
Dimensions
Height: 229 mm
Width: 152 mm
Thickness: 19 mm
Weight
200 gr
ISBN-13
978-0-8144-7355-9 (9780814473559)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Nancy Flynn is founder and executive director of The ePolicy
Institute (TM), a leading source of e-mail-related products and
services. She is regularly quoted in major media including The Chicago Tribune, The New York Times, The Los Angeles Times, USA Today, NPR and CNN
Institute (TM), a leading source of e-mail-related products and
services. She is regularly quoted in major media including The Chicago Tribune, The New York Times, The Los Angeles Times, USA Today, NPR and CNN
Content
"Part 1
The Case for Strategic Blog Management
1
Chapter 1
Why Blog Rules?
3
Chapter 2
Blogs Pose Unprecedented Risks to Business
13
Chapter 3
Start with a Clear Objective: Why Blog?
20
Chapter 4
Proceed with Caution: Self-Assessment for Would-Be Business Bloggers
26
Part 2
Legal Risks and Regulatory Rules in the Blogosphere: Why Every Employer Must Establish Blog Policies and Procedures
37
Chapter 5
Treat Blog Posts as Business Records
39
Chapter 6
Blogs Create Million-Dollar (Sometimes Billion-Dollar) Legal Headaches for Employers
47
Chapter 7
Shhh! Blogs Put Trade Secrets and Confidential Information at Risk
54
Chapter 8
Blog Best Practices for Public Companies and Regulated Firms
58
Part 3
Designing and Implementing Effective Blog Rules and Policies
65
Chapter 9
Use Written Blog Rules and Policy to Control Content, Maximize Compliance, and Reduce Liabilities
67
Chapter 10
Communication Is Key to Compliance: Train, Train, and Train Some More
77
Part 4
The Blog Is All About Content
83
Chapter 11
Content Can Make -- or Break -- Your Blog and Your Business
85
Chapter 12
Managing and Editing Writers' Posts and Readers' Comments
91
Chapter 13
Blog Etiquette, or Netiquette: Twelve Tips to Help Maximize Civil Discourse
96
Chapter 14
Battling Comment Spam and Splog
103
Part 5
Blog Backlash: Employers Fight Back with Lawsuits and Pink Slips
109
Chapter 15
Employee-Bloggers Beware 1: Blogging Can Get You Fired!
111
Chapter 16
Employee-Bloggers Beware 2: Blogging Can Get You Sued!
116
Chapter 17
How to Blog Without Getting Fired: Eight Tips for Bloggers Who Want to Keep Their Jobs and Stay out of Court
120
Part 6
Public Relations in the Blogosphere: Telling Your Story, Recruiting Customer Evangelists, Positioning CEO Bloggers
125
Chapter 18
The Rules of Engagement Have Changed: Blogs Make It Harder to Control Your Message and Your Brand
127
Chapter 19
Spreading the Word and Selling the Brand Through Customer Evangelists and Brand Bloggers
133
Chapter 20
Positioning the CEO-Blogger as Opinion Leader
139
Part 7
Managing Your Reputation in the Blogosphere
149
Chapter 21
You've Been Blogged: How to Prepare for -- and Respond to -- An Attack in the Blogosphere
151
Chapter 22
Best Practices Help Keep Blogstorms at Bay
158
Part 8
Putting Business Blogs to Work: IBM and Edelman Share Blog Secrets, Strategies, and Success Stories
163
Chapter 23
Q&A with IBM: Blog Central Keeps IBM Employees at the Forefront of Technology
165
Chapter 24
IBM Blogging Policy and Guidelines
171
Chapter 25
Q&A with Edelman
179
Chapter 26
Edelman's Principles and Code of Conduct: Maintaining a Weblog
184
Appendix A: Thirty-Six Blog Rules: Best Practices to Keep You out of Court with Your Corporate Reputation Intact
187
Appendix B: Sample Blog Policies
191
Notes
199
Glossary of Blog Legal and Technical Terms
215
Index
221
About the Author
227"
The Case for Strategic Blog Management
1
Chapter 1
Why Blog Rules?
3
Chapter 2
Blogs Pose Unprecedented Risks to Business
13
Chapter 3
Start with a Clear Objective: Why Blog?
20
Chapter 4
Proceed with Caution: Self-Assessment for Would-Be Business Bloggers
26
Part 2
Legal Risks and Regulatory Rules in the Blogosphere: Why Every Employer Must Establish Blog Policies and Procedures
37
Chapter 5
Treat Blog Posts as Business Records
39
Chapter 6
Blogs Create Million-Dollar (Sometimes Billion-Dollar) Legal Headaches for Employers
47
Chapter 7
Shhh! Blogs Put Trade Secrets and Confidential Information at Risk
54
Chapter 8
Blog Best Practices for Public Companies and Regulated Firms
58
Part 3
Designing and Implementing Effective Blog Rules and Policies
65
Chapter 9
Use Written Blog Rules and Policy to Control Content, Maximize Compliance, and Reduce Liabilities
67
Chapter 10
Communication Is Key to Compliance: Train, Train, and Train Some More
77
Part 4
The Blog Is All About Content
83
Chapter 11
Content Can Make -- or Break -- Your Blog and Your Business
85
Chapter 12
Managing and Editing Writers' Posts and Readers' Comments
91
Chapter 13
Blog Etiquette, or Netiquette: Twelve Tips to Help Maximize Civil Discourse
96
Chapter 14
Battling Comment Spam and Splog
103
Part 5
Blog Backlash: Employers Fight Back with Lawsuits and Pink Slips
109
Chapter 15
Employee-Bloggers Beware 1: Blogging Can Get You Fired!
111
Chapter 16
Employee-Bloggers Beware 2: Blogging Can Get You Sued!
116
Chapter 17
How to Blog Without Getting Fired: Eight Tips for Bloggers Who Want to Keep Their Jobs and Stay out of Court
120
Part 6
Public Relations in the Blogosphere: Telling Your Story, Recruiting Customer Evangelists, Positioning CEO Bloggers
125
Chapter 18
The Rules of Engagement Have Changed: Blogs Make It Harder to Control Your Message and Your Brand
127
Chapter 19
Spreading the Word and Selling the Brand Through Customer Evangelists and Brand Bloggers
133
Chapter 20
Positioning the CEO-Blogger as Opinion Leader
139
Part 7
Managing Your Reputation in the Blogosphere
149
Chapter 21
You've Been Blogged: How to Prepare for -- and Respond to -- An Attack in the Blogosphere
151
Chapter 22
Best Practices Help Keep Blogstorms at Bay
158
Part 8
Putting Business Blogs to Work: IBM and Edelman Share Blog Secrets, Strategies, and Success Stories
163
Chapter 23
Q&A with IBM: Blog Central Keeps IBM Employees at the Forefront of Technology
165
Chapter 24
IBM Blogging Policy and Guidelines
171
Chapter 25
Q&A with Edelman
179
Chapter 26
Edelman's Principles and Code of Conduct: Maintaining a Weblog
184
Appendix A: Thirty-Six Blog Rules: Best Practices to Keep You out of Court with Your Corporate Reputation Intact
187
Appendix B: Sample Blog Policies
191
Notes
199
Glossary of Blog Legal and Technical Terms
215
Index
221
About the Author
227"