The ethos of corporate communication has a forbearance on their approach to using any media, generally if not always. This means that companies often have a way of interacting with any communication medium based on their experience with traditional media. So they have a set way of issuing and writing press releases (it should be the other way round), boring responses to television journos, something on the lines of what Rahul Dravid does when he meets the press.

And then comes blogging, somewhat on the lines of Dhoni who seems more free talking about himself. He adds wit, he adds charm and a lot more insight than what his predecessor used to bring to the table. I would like to add here that I am a bigger fan of Dravid than Dhoni, but off the cricket field the latter is more fun, just like blogs.

Blogging takes corporate communication to a whole new level, and at the cost of a corny comparison it works on the same lines as our new Indian captain and the dynamism he brings in to the team. In fact the more I think of it, the more the fit seems perfect, so without further adieu I will let Dhoni teach you how to run a successful corporate blog, and true to his style it is a sixer:

1. Speak your mind

A blog, whether corporate or personal is meant to convey what’s on your mind, and not what you are expected to say. The audience of a blog is a discerning one, they have been fed on opinons and news for a long time. One thing that struck when MSD took over the captaincy was his straight talk, and it enamored everyone.

Likewise, on your blog, feel free to give your opinion, you don’t need to be rude about it but have a genuine opinion.

2. Be Relevant

While being forthright with your views is elementary for blogging, one also needs to have a sense of occasion and timing. When you catch him off the field, Dhoni usually talks about Bikes and milk, on the field or during a tournament he talks cricket. Your corporate blog is not the place to rant about your family vacation on a restaurant review unless that’s what your company does as a business (if you do then I’d like to work with you :0..no rajiv I am just kidding). People come to your blog to get some value out of it, this can either be by knowing about what you are doing, where you are heading as a business, give them that value that they can’t get elsewhere. I can get a review of a movie anywhere, but the next 5 year trend of the film industry I will have to come to you.

3. Wit Always Works

The best thing I like about Dhoni’s interviews or press conferences is his wit. The tongue in cheek stuff. You don’t have to be stoic and serious with your voice all the time. So while you talk business, talk in a friendly and casual tone, it helps. Dreamhost’s corporate blog is one of the best corporate blogs I have seen in this regard.

4. Be Consistent

Compare Dhoni to Sehwag, Yuvraj or even Mohd. Kaif. These three guys when they joined the Indian team were said to be the next captains of India, and MSD was just a wicketkeeper who could hit the ball hard and was is the least experienced among the four. But today he is the skipper, why? Simply for the fact that he was consistent. Blogging is no different, you cannot be an on and off blogger. Once you setup the blog, be regular with your blog post both in terms of quantity and the quality of the write ups.

5. Be Proactive and Grab Opportunities

You have to take your chances and go beyond expectations with your blog by grabbing every opportunity to promote your blog. Nobody expected India to win the T20 world cup of cricket. It was just a stopover tourney, but Dhoni made the most of it and won the tournament. Dravid unexpectedly quit the post and Dhoni with his impressive showing seemed ready for the job. Every time someone links to your blog, or comments on your blog be proactive in replying and appreciating them. Create opportunities by visiting other blogs and being active in their community. The results will surprisingly show on your blog.

6. Patience, Power and Style

Let’s go a few years back to understand this lesson. Dhoni who has never batted up the order, but was sent at Number 3 in a game against Sri Lanka. By the end of the innings he had created a new record for the highest runs by a wicketkeeper in an innings. That innings really set of Dhoni mania in the country and put him on the map. The innings came after a good 5 or 6 months after he had debuted. In fact in his first innings as a batsman he was run out without facing a ball.

Lessons -

• Be patient with your blog, it won’t be a starblog overnight, in fact it is easier to slowly build the blog up than fall down like Yuvi or Viru in between.
• Once in a while work hard to come up with a post that really stands out. Something that people will link to and mention for a long time. A post that will define your blog for you.
• And do all this in a unique style of your own.

7. Be an Influence

I know I said 7, bu the last one was a no ball so you get another lesson for free. Just like how MS is sort of the inspiration behind this post, build your blog into something people look up to and seek inspiration from. For that you need to have your own mind and not do what others are doing. Every blog has a personality give yours a unique one!

Like I said before, the entire syllogism (that’s what they call it right?) might seem a little cheesy, but look at the bigger picture and you will see how it helps, just like how Dhoni would have.

And of course, if all this seems too much, WATConsult can help you with the things, you know give you that friendly push and fatherly advice..

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