Over the next few weeks, I plan to conduct a thorough blog-by-blog review of public-facing blogs operated by Fortune 500 companies. Having done some detailed corporate blog reviews before, I think an in-depth inquiry of F500 blogs will help us all to understand big-time business blogging better (cha-ching, 10 points for alliteration).
So here goes. I found links to some Fortune 500 blogs via the Fortune 500 Business Blogging Wiki. I plan to review them one by one right here at Business Blog Wire. Along the way we can talk about the strengths and weaknesses of each corporate blog and glean lessons for our own business blogging efforts. Of course that wiki isn't necessarily comprehensive, so let me know if you've found a blog that isn't listed there but should be.
As I prepare for my first Fortune 500 corporate blog breakdown, I invite you to share your questions with me. What are you most interested to learn?
Here are my key questions going into this study:
1. Quality - Out of all the Fortune 500 companies with public-facing corporate blogs, who's got the best blog or set of blogs? What does "best" mean in this context?
2. Uniqueness - How do Fortune 500 company blogs differ from non-Fortune 500 company blogs?
3. Quantity - How many public-facing (external), official Fortune 500 corporate blogs are there?
4. Relevance - Is the Fortune 500 a useful barometer in terms of telling us how quickly businesses of all sizes are turning to blogs for various purposes?
5. Identity - Who's writing F500 blogs anyway? Is it senior executives or low-level employees? Are these mostly team blogs or individual blogs? Any ghost writers we can personally identify? (Kidding, kidding! Although my curiosity is definitely piqued.)
6. Format - How often are these blogs updated? What are their designs like? Are they registered with Technorati and other blog search engines? Do they allow comments and/or trackbacks? What kind of blog bling (read: fancy-pants buttons and sidebar gizmos) do they have?
7. Impact - Who reads them and why? How important are these big biz blogs? Why hasn't anyone scoured and publicly evaluated them as a collective yet?
8. Wild Card - How come the HP corporate blog portal has such a crazy URL? Does Intel really have a corporate blog? What about General Mills? Does Real Baking with Rose Levy Beranbaum count? (Does that really matter?) And so on and so forth.
I look forward to doing this series and hope we can all benefit from it. Any help, encouragement or advice you can give would be greatly appreciated!
(The image at right links to a Wikipedia list of Fortune 500 companies and calls to mind the metaphorical 800-pound gorilla, as well as just me thinking really hard.)