Audio: Matt Ceniceros on corporate blogging and defining success

This is the second in a series of interviews recorded at the 2009 SXSW Conference, held in Austin, Texas from March 13-17.





[Right-click to download]

Recorded on Saturday, March 14, 2009; running time: 11:37

* * * * * * * * * *

A Forrester report published late last year showed that most corporate blogs aren't very trustworthy (or interesting, for that matter).

One reason why? Businesses don't taken the time to craft a strategy around their blogging efforts.

In this audio conversation from the 2009 SXSW Conference, Matt Ceniceros, senior communications specialist at FedEx, explains the folly of that directionless approach to blogging, arguing that organizations must "define [their] success" before launching a social media initiative.

SHOW NOTES

* Matt talks about FedEx's efforts in adding new-media elements to the online newsroom and explains how the project paved the way for the the FedEx Citizenship Blog.

* Matt discusses the importance of "small wins" when trying to secure executive buy-in for the implementation of social media.

* Matt addresses the general lack of trust in corporate blogs; he contends that each brand must define its own success with blogging.

* Matt explains how the FedEx Citizenship Blog, with some 120 employee bloggers, reflects the company's mission and corporate culture.

* Matt shares the story of how a suggestion on the corporate blog ultimately lead to FedEx Office Free Resume Printing Day, held on March 10, 2009.

ADDITIONAL LINKS

* FedEx Citizenship Blog
* FedEx Global Newsroom
* FedEx Multimedia Center
* FedExBlog on Twitter
* Matt Ceniceros on Twitter: @MattCeni