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Blog Rules: a Business Guide to Managing Policy, Public Relations, and Legal Issues Has You Covered Other Books by Nancy Flynn Instant Messaging Rules: A Business Guide to Managing Policies, Security, and Legal Issues for Safe IM Communication, Nancy Flynn, (AMACOM) E-Mail Rules: A Business Guide to Managing Policies, Security, and Legal Issues for E-Mail and Digital Communication, Nancy Flynn and Randolph Kahn, Esq., (AMACOM) The ePolicy Handbook: Designing and Implementing Effective E-Mail, Internet, and Software Policies, Nancy Flynn (AMACOM) Writing Effective E-Mail: Improving Your Electronic Communication, Nancy Flynn and Tom Flynn (Crisp) E-Mail Management, Nancy Flynn (Thomson Learning) ................. 15888$ $$FM 05-19-06 09:29:45 PS PAGE i This page intentionally left blank Blog Rules A Business Guide to Managing Policy, Public Relations, and Legal Issues Nancy Flynn American Management Association New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco Shanghai • Tokyo • Toronto • Washington, D. C. ................. 15888$ $$FM 05-19-06 09:29:45 PS PAGE iii Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Tel.: 212-903-8316. Fax: 212-903-8083. Web site: www.amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Although this book is designed to provide accurate and authoritative information in regard to the subject matter covered, it is sold with the understanding that the publisher and author are not engaged in rendering legal, regulatory, technology, or other professional service. The book is presented as a general overview and guide and does not provide legal, regulatory, compliance, technology, communications, or security advice or opinion on any topic contained within. The author of Blog Rules did not and could not contemplate every situation, problem, or issue that may arise when blogging, and this book does not purport to be exhaustive of all situations that may arise when using, implementing, or relying on blog tools and technologies. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Flynn, Nancy, 1956– Blog rules : a business guide to managing policy, public relations, and legal issues / Nancy Flynn. p. cm. Includes bibliographical references and index. ISBN-10: 0-8144-7355-5 ISBN-13: 978-0-8144-7355-9 1. Business communication—Blogs. 2. Customer relations—Technological innovations. 3. Blogs. 4. Corporate culture. I. Title. HD30.37.F59 2006 659.2—dc22 2006002362 ᭧ 2006 Nancy Flynn. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number 10987654321 ................. 15888$ $$FM 05-19-06 09:29:46 PS PAGE iv To Paul, Bridget, and Tim. Thank you, as always, for your patience and support. ................. 15888$ $$FM 05-19-06 09:29:47 PS PAGE v This page intentionally left blank CONTENTS Part 1 The Case for Strategic Blog Management 1 Chapter 1 Why Blog Rules? 3 Chapter 2 Blogs Pose Unprecedented Risks to Business 13 Chapter 3 Start with a Clear Objective: Why Blog? 20 Chapter 4 Proceed with Caution: Self-Assessment for Would-Be Business Bloggers 26 Part 2 Legal Risks and Regulatory Rules in the Blogosphere: Why Every Employer Must Establish Blog Policies and Procedures 37 Chapter 5 Treat Blog Posts as Business Records 39 Chapter 6 Blogs Create Million-Dollar (Sometimes Billion- Dollar) Legal Headaches for Employers 47 Chapter 7 Shhh! Blogs Put Trade Secrets and Confidential Information at Risk 54 Chapter 8 Blog Best Practices for Public Companies and Regulated Firms 58 Part 3 Designing and Implementing Effective Blog Rules and Policies 65 Chapter 9 Use Written Blog Rules and Policy to Control Content, Maximize Compliance, and Reduce Liabilities 67 Chapter 10 Communication Is Key to Compliance: Train, Train, and Train Some More 77 Part 4 The Blog Is All About Content 83 Chapter 11 Content Can Make—or Break—Your Blog and Your Business 85 vii ................. 15888$ CNTS 05-19-06 09:29:53 PS PAGE vii viii CONTENTS Chapter 12 Managing and Editing Writers’ Posts and Readers’ Comments 91 Chapter 13 Blog Etiquette, or Netiquette: Twelve Tips to Help Maximize Civil Discourse 96 Chapter 14 Battling Comment Spam and Splog 103 Part 5 Blog Backlash: Employers Fight Back with Lawsuits and Pink Slips 109 Chapter 15 Employee-Bloggers Beware 1: Blogging Can Get You Fired! 111 Chapter 16 Employee-Bloggers Beware 2: Blogging Can Get You Sued! 116 Chapter 17 How to Blog Without Getting Fired: Eight Tips for Bloggers Who Want to Keep Their Jobs and Stay out of Court 120 Part 6 Public Relations in the Blogosphere: Telling Your Story, Recruiting Customer Evangelists, Positioning CEO Bloggers 125 Chapter 18 The Rules of Engagement Have Changed: Blogs Make It Harder to Control Your Message and Your Brand 127 Chapter 19 Spreading the Word and Selling the Brand Through Customer Evangelists and Brand Bloggers 133 Chapter 20 Positioning the CEO-Blogger as Opinion Leader 139 Part 7 Managing Your Reputation in the Blogosphere 149 Chapter 21 You’ve Been Blogged: How to Prepare for—and Respond to—An Attack in the Blogosphere 151 Chapter 22 Best Practices Help Keep Blogstorms at Bay 158 Part 8 Putting Business Blogs to Work: IBM and Edelman Share Blog Secrets, Strategies, and Success Stories 163 Chapter 23 Q&A with IBM: Blog Central Keeps IBM Employees at the Forefront of Technology 165 Chapter 24 IBM Blogging Policy and Guidelines 171 ................. 15888$ CNTS 05-19-06 09:29:53 PS PAGE viii CONTENTS ix Chapter 25 Q&A with Edelman 179 Chapter 26 Edelman’s Principles and Code of Conduct: Maintaining a Weblog 184 Appendix A: Thirty-Six Blog Rules: Best Practices to Keep You out of Court with Your Corporate Reputation Intact 187 Appendix B: Sample Blog Policies 191 Notes 199 Glossary of Blog Legal and Technical Terms 215 Index 221 About the Author 227 ................. 15888$ CNTS 05-19-06 09:29:53 PS PAGE ix This page intentionally left blank ACKNOWLEDGMENTS Sincere thanks to those who generously contributed encouragement and support, expertise and information, time and contacts to help make this book possible. This book would not be possible without the generous gifts of time and encouragement from my husband, Paul Schodorf, and our daughter, Bridget Flynn Schodorf. As always, thank you for your patience and sup- port! A special thanks to my research assistant Tim Schodorf, for his on- target delivery of valuable information and leads. Sincere thanks to the following industry experts, professionals, and cor- porate executives who generously provided time and expertise to help make Blog Rules a success: Rick Barry, publisher, MyBestDocs.com; Tim Bray, web technologies director, Sun Microsystems; Christopher Byrne, publisher, ControlsCaddy.com; David Carter, CTO, iUpload; Brian Doyle, corporate affairs director, IBM; Priscilla Emery, president, e-Nterprise Ad- visors; Casey Flinn, sr. product marketing specialist, St. Bernard Software; Stephen Fronk, attorney, Howard Rice Nemerovski Canady Falk & Rab- kin; Jennifer Gazin, associate, LaunchSquad; Christine Halvorson, chief blogger, Stonyfield Farm; Christopher Hannegan, employee engagement practice director, Edelman; Doug Isenberg, attorney, The GigaLaw Firm; Janet Johnson, VP communications, Marqui; Denise Klarquist, VP market- ing, Cheskin; Stuart Levi, attorney, Skadden, Arps, Slate, Meagher & Flom; Richard Marshall, attorney, Kirkpatrick & Lockhart Nicholson Graham; Brad Meador, operations VP, ClearContext; Matt Smith, COO, Steve Uhring, sales VP, Amy Dugdale, communications manager, LiveOffice; David Snead, president, W. David Snead, P.C.; Donna Tocci, pubic rela- tions manager, Kryptonite; Steve Wilson, sr. director global web communi- cations, McDonald’s. Thank you to American Management Association (AMA) for their ongoing support of my books and The ePolicy Institute௣ through joint xi ................. 15888$ $ACK 05-19-06 09:30:00 PS PAGE xi xii ACKNOWLEDGMENTS programs including AMA/ePolicy Institute௣ surveys, forums, and Webi- nars. I am grateful to AMACOM books for permission to excerpt material from my previous AMACOM titles Instant Messaging Rules, E-Mail Rules, and The ePolicy Handbook. I am particularly grateful to Executive Editor Jacquie Flynn for her belief in this book, her patience, and her help in making it happen. Finally, thank you to the clients, partners, and friends of The ePolicy Institute, www.epolicyinstitute.com, for their ongoing support of our ser- vices and programs, including employee training programs, speaking ser- vices, expert witness services and litigation consulting, workplace surveys, and policy consulting services. ................. 15888$ $ACK 05-19-06 09:30:01 PS PAGE xii PART 1 THE CASE FOR STRATEGIC BLOG MANAGEMENT
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