Compiling a Crash Course for Senior Management-Bloggers

What are the most basic and important advices for a group of C-level-managers who discovered blogs as potential communication media? - They discovered the tool, they watched Obama and they decided to give it a chance. I suggested to step into a friendly-user-test-phase first, but to start writing as if they were serious - doing is the only way of learning in communications.

So what are the key issues in deciding on topics and in finding out how to deal with them? We are focusing here on internal communciations, so the audience of the blogs are employees (from 12-15 different countries).

• People think you are smart. You don't have to explain your expertise and experience, you should demonstrate it in practical tips and thoughts.
• You are interesting, people care, your opinion counts. Don't try to justify why you are covering this specific topic - focus on the contents and deliver some valuable content.
• You will be noticed. Don't try to be too important, don't focus on the big things only. Personalized views will possibly attract more audience.
• You can change your mind. You want to abandon a view you promoted only three days ago? Just tell about it - it can turn into a plus in terms of honesty and openness.
• People will look for errors and typos. Learn to live with that.
• You have to say everything you mean to say. Don't rely on implicit understanding. Your text is all alone out there and you can not control when and in which mood people read it.
• You don't have a moderator, there is no conference setting and there is no dresscode to help people discover, if you are positive, sad, funny, serious or ironic. If you want to express a feeling - make sure it's in the text.
• Don't expect any participation. People will watch and stare; if they participate - great, if not no problem either.
• Be prepared for whatever: Maybe there won't be any visible reaction - but maybe you will cause a storm of rumours and discussions.
• Read your own blog - have a look at what you've written and users commented. This is what people see - they don't know every thought you had...
• Be prepared: Plan ahead, but be ready to react on current events.
• Read other blogs: Learn the tone, the writing style, the topics - and take care on how you react to topics, phrases and attitudes.

That's some first thoughts. More will follow - suggestions are welcome...