영문목차
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
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
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