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Blogging Done Right

May 15, 2016

Successful corporate blogging strategies from top companies illustrate how transparency works in various ways to drive consumer loyalty.

Sharing Personal Experiences—Marriott, Marriott on the Move

Bill Marriott, chairman and CEO of Marriott International, is a master at humanizing the hotel’s brand by revealing a little of his private side through poignant personal stories.  

On Mother’s Day, Marriott paid tribute to his late mother and included a charming black-and-white photo of himself as a toddler holding her hand. In past posts, Marriott has shared his thoughts on his own heart attack and the death of his son.

> Going Off Topic

Patagonia, The Cleanest Line

Known for its firm stance on environmental responsibility, the clothing company also shows its playful side in posts that read like short stories and burst with adventure and fun.  Alongside a posting on Patagonia’s boycott of wool from a company charged with animal cruelty, another blogger describes an Argentinian climbing expedition and likens his 70-pound backpack to a squealing pig.

Putting the Focus on the Greater Good

> IBM, Citizen IBM

In it’s exploration of IBM’s corporate citizenship programs, these posts focus on worldwide projects implemented for the greater good and the IBM team members who help by donating time and resources. In covering an education project in Turkey, where IBM was an integral contributor in its success, the company’s name is not mentioned until the third paragraph. This gives the main spotlight to the program while allowing readers to appreciate IBM’s role. 

Giving Employees a Voice

> IBM, Syndicated Feeds

IBM is one of the few behemoth companies that encourages its staff to contribute their own blog posts. This gutsy move, when done right, can foster trust with employees and the public. 

On it’s homepage, the syndicated blog states, “As they’ll tell you themselves, the opinions and interests expressed on IBMers’ blogs are their own and don’t necessarily represent this company’s positions, strategies or views. 

But that doesn’t mean we don’t want you to read them!”

Handling Controversy Authentically

> Whole Foods, The Whole Story

In keeping with their corporate culture, Whole Foods co-CEOs John Mackey and Walter Robb offer relentlessly straightforward  posts on heavy topics like GMOs, animal welfare, and employee relations. 

Regarding an incident at a New Mexico store where two employees were reportedly suspended for speaking Spanish on-the-clock, Robb detailed the events, apologized for the error, and outlined the exact changes that were implemented to avoid future confusion among management and teams.