Lee Odden

Big Business Blogging, The Right Way #IntelSMP

Lionel Menchaca DellAt Intel’s first Social Media Conference in Portland this week, 100+ Intel social media practitioners from all over the world came together with about 20 industry subject matter experts to share and engage social media best practices.

One of those speakers was Lionel Menchaca, the Chief Blogger at Dell and a real pioneer in the world of blogging and social media for the enterprise. Lionel told the story of Dell’s initial blogging efforts that turned the tide of Dell Hell as well as other practical insights. Here are his tips on best practices blogging for the enterprise:

1. Write about topics that matter to your customers, especially the tough ones. Dell has a social media command center to track topics and inspire ideas, issues to deal with.

2. Provide context for a range of customers. Be thoughtful about the interests for specific segments of customers. Find a balance that allows you to appeal content to a range of customers. To do that effectively, you must listen online and understand the convergence of issues that you can address with content though the blog.

3. Write to educate and serve. If you’re doing your job correctly you’re doing both. Informing customers about more than products, including industry news and trends as it relates to your customer’s perspective builds trust and makes your corporate blog a source of information that’s meaningful towards what customers care about.

4. Be authentic, be human. If you can look back and see what established a blogger as a personality that audiences engage with, that’s what’s important. Write from a personal perspective, not from a “brand messaging” perspective.

5. Let your passion and personality show through. There will be points that the brand wants to make, but it’s important that the blogger’s personality show through. When tapping Subject Matter Experts for contributed blog posts, coach them on writing from a personal perspective vs. just providing the facts. [This reminds me of the Facts Tell, Stories Tell adage]

6. Provide an inside look. Content should complement, but also offer a different view than corporate website content, press releases, and other brand communications. Examples: Video interviews with internal subject matter experts about product features and what they personally like about them.

7. Don’t be afraid to disagree, if you can back it up. Dell uses Radian6 as a listening tool to monitor for discussions. Techmeme is also a useful site for tracking stories that drive discussion in the tech space. Show that you’re there to be part of the conversation when you find dissent, vs. trying to steamroll it.

While blogging within businesses has been around for a very long time, I think a it’s important for companies to take a second look at how their communicating through blogging platforms. Far too many business blogs are lacking in reach, readership and engagement because of approaching business blogging solely as a distribution channel vs. a platform for engagement.  It’s by finding that right mix of personality and brand representation  Thanks for the insights Lionel.


PoorSo SoOKGoodAwesome (No Ratings Yet)

Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. That is good that businesses are not losing sight of the fact that blogs need to be written from an individual perspective, not the companies.

  2. As blogs are very important now a days for any business organisation. Many organisations do blogging as one technique of SEO for online business. Write blog of own company and about product. Know people’s demand and according to their interest provide the information so they attract to respond at our site and make conversation with them in user friendly language.
    seo link building services

  3. With all the bargains available these days and the economy’s gradual recovery, it’s a great time for first-time homebuyers to look for a home. First, make sure your credit ratings and credit score are in tiptop shape so that you can qualify for the best mortgage rates.

  4. Blogging for enterprise is not too easy but it can be effective with some effort. It’s a good point that don’t be afraid to be disagree with blog, if you don’t find blog ideal than you can give your suggestion to make it convenient. It’s also important that you should provide unique content in your blog for other viewers.

  5. Dell has a social media command center to track topics and inspire ideas, issues to deal with.