Robert Scoble's Corporate Blog Manifesto

The original post can be found here.

Robert Scoble, an employee of Microsoft, has been writing a blog about Microsoft for quite some time. Here are his 21 rules for writing a blog about your own company (visit his blog for the full explanation of each of these points, it's worth it):

1. Tell the truth
2. Post fast on good news or bad
3. Use a human voice
4. Make sure you support the latest software/web/human standards
5. Have thick skin
6. Don't ignore Slashdot
7. Talk to the grassroots first
8. If you screw up, acknowledge it
9. Underpromise and overdeliver
10. If Doc Searls says it or writes it, believe it
11. Know the information gatekeepers
12. Never change the URL of your weblog
13. If your life is in turmoil and/or you're unhappy, don't write
14. If you don't have the answers, say so
15. Never lie
16. Never hide information
17. If you have information that might get you in a lawsuit, see a lawyer before posting, but do it fast
18. Link to your competitors and say nice things about them
19. BOGU (I'm forcing you to go to the blog for the definition)
20. Be the authority on your product/company

Yes, there is a 21, but you are going to have to go to the blog to find it.

If I hadn't given these to you in context, what would you have thought they were for?