My reaction to most company blogs: “Blah, blah and double blah!”
I recently taught a class on corporate blogging at the social media marketing graduate program at Rutgers University. In my research for the class, I pored through hundreds of websites looking for examples of the best company blogs in the world.
Amid the coal pile that is the state of corporate blogging today, I did manage to find a few diamonds that don’t bore to tears with pronouncements, promotions and product announcements (the Killer P’s).
Before I provide my view of the best of the best, here are a few general observations about the state of corporate blogging:
1. The best blogs are dominated by the tech sector. In fact, they are so far ahead of the rest of the corporate world that I found it unfair to rank the professionals with the amateurs. IBM, SAP and Oracle are examples of innovative and remarkable blogs. Nearly every hardware, software and services company “gets it.” I thought it would be more interesting here to focus only on the non-tech sector. I also excluded any reference to Zappos simply because I am sick of Zappos.