We are rapidly moving from figuring out "why" to blog to "how" to blog. But before we get to the mechanics of blogging itself, we have to make some strategic decisions about how to engage in the blogosphere and the type of blog we might want to produce. Beginning with the latter, Dr. Ansgar Zerfass, a noted authority on PR in Germany (author of 13 books) presented us with food for thought at the EuroBlog2006 Research Symposium. I found the following two slides of his presentation valuable, and am reproducing them here (as thumbnails - click on image for a full-size version). You can download the entire presentation here.
Dr. Zerfass gives us eight types of blogs, and places them on into strategic context based on your strategic objectives, such as sharing knowledge, building reputation or resolving conflicts. This classification of corporate blogs is very important, and I look forward to your thoughts on it.
His second slide gives us an example of a strategy-exposure grid to help us do a risk-benefit analysis of what strategies to use to enter the blogosphere, from engaging with bloggers to blogging yourself, depending on your brand exposure.
I think that both of these slides offer useful tools for thinking about how and when to engage with the blogosphere most appropriately. I'll be using them in my presentations (with grateful acknowledgment to Dr. Zerfass!).