Blogging the ‘Google way’ with Karen Wickre at Connected Marketing Week, San Francisco, 2010

Anna Marie Virzi, ClickZ, interviews Karen Wickre, Google, at Connected Marketing Week, ClickZ Blogworks Forum, San Francisco, 2010 on the subject of how do you guide an army of bloggers. Karen says Google has about 150 corporate blogs and teams manage each of those. In order to avoid a blog coming across as too much “corporate speak,” Karen says Google does a bit of best practices training with each blog team, showing them the Google blog style and voice so the blogs can offer lively, useful content. The vast majority of Google’s corporate blog readers are already familiar with the subject matter of these corporate blogs and the role of each team is to make sure the content is useful, has tips, and encourages feedback. Blog posts are drafted and edited by each blog team. Karen recommends to other corporations that they approach their blogs as if they were publications, to engage the reader, and make the content interesting, not just formal announcements. In addition, blogs should be conversational and friendly in tone and provide useful links for its readers.

Duration : 0:3:28

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