Why use an organisational blog?

Why use a blog in an organisation? This seems a fairly straightforward question to consider. However, even though there are many companies out there who use blogs internally and externally to conduct their business, not every organisation may feel that using a blog will be suitable for them.

The primary consideration prior to launching an organisational blog is to think about its purpose and to define this from the outset. Defining the purpose of your blog will determine how it will be used. If running a blog pilot study within your organisation or department it is important to discuss with your colleagues about their thoughts about using a departmental blog. For example, would they consider such an initiative to be a good or bad thing? Possible factors against the introduction of an internal company/ departmental blog might be:

• It could be seen as one communication channel too many.
• Resistance to change.
• The potential benefits of an internal blog may not be fully understood.
• Employees may consider such a move as simply a waste of time (i.e. seen as unworkable in the organisation’s cultural environment).
• There might be those who argue ‘we do not have time to blog.’
• Some people may feel content with their current methods of company communication.
• Employees might be unwilling to ‘open up’ in terms of blog postings.
• Unwillingness to share knowledge and working experiences.
• There may be a feeling of suspicion that if people are not seen to be blogging that they are ‘not really working.’
• It could simply be a case of a ‘big brother’ scenario (i.e George Orwell’s 1984).
• In the case of departmental blogs, there could be a sense of secrecy among departments.
• Those who simply do not wish the initiative to succeed.

The fact that quite a large number of organisations do use blogs internally means that it might be unwise to ignore or dismiss blogs as a communication and information sharing channel. Organisations, especially in the digital age in which we now live in should be aware of what their competitors are up to. I am sure they will be choosing the path towards innovating as opposed to that of stagnating.

When running an internal organisational blog pilot study the purpose of the blog should firstly be defined, parameters in terms of the blog use (i.e. what is acceptable content to post and what is not) should also be outlined. The creation of some blog guidelines should assist with this matter. A ‘blog champion’ could also be appointed. The general ease of intergration of blogs into most company infrastructure should make them appealing to most organisations. Whether your department be Human Resources (HR), Organisational Development (OD), Training & Development, e-learning, ICT etc. blogs have common benefits that can be used across company disciplines. Here are some examples:

• Sharing knowledge and experiences in project environments (e.g. problems encountered, how they were resolved so that current and future team members can learn from them).
• Publishing suggestions for improving practice within the department or team.
• A departmental/ organisational blog might help to establish a ‘sense of community’ amongst members.
• Allow your colleagues to ‘understand’ things from your job perspective and theirs.
• Retain knowledge for your company/ department (e.g. when an employee leaves).
• Share reflections upon training courses, what was learnt or share thoughts about specific organisational issues (i.e. that are job related).

If used sensibly and with a specific purpose in mind organisational blogs have a great ability to create new avenues of communication (i.e. in terms of choice of communication options) in an organisation. Collaboration and a notion of ‘team spirit’ may be enhanced though more significantly so might learning and knowledge amongst organisational members.