Few things so shock the new corporate blogger than the usual global reaction to his or her brand new spanking blog. That reaction would be… a yawn. In fact, for some, it is hard to believe that on a planet of billions, only five people might find the site on a given day in the early going. You couldn't do a better job of hiding something on the Internet if you tried. The five people include three who work for the blogger. Ouch.

Turns out, this happens to almost everyone. But it is hardest on senior executives. They're used to entering a room full of people, walking to the podium, giving a speech and being heard… or, at least, being politely listened to seemingly. Doing this in the blogosphere results in the business and conversation of the meeting continuing in the aisles among people who ignore the fella at the front of the room speechifying.

But blog obscurity is good and has its roots in the traditional world. Consider, for example, that if you moved in to a new town, you probably wouldn't run for Mayor until you figured out what's what and who's who. You could, of course, but you'd make a fool of yourself. Instead, you'd lurk and listen for awhile. Then you might say some things. As more and more people got to know you, and if they liked or appreciated what you had to say, eventually you might lead some conversations. Eventually, people would start to tune in and join in.

Initially shocked, insulted, frustrated, embarrassed or angered by the world's indifference toward their early efforts, corporate bloggers all too often retreat. They marginalize themselves and their blog by infrequent posts… they don't invest the time to "go to meetings" to see who the conversational leaders are and why. This reaction is unfortunately creating a corporate blog graveyard… a zombie land.

A prescription for more success would be to spend much more time in the blog planning stage to find out more, in advance, about the existing conversation. Two, since senior corporate executives that want to blog are about to be hit upside the face with the realities of a new social media culture that affords nothing to anyone that has little to add to the ongoing conversation, executives ought to be better informed about what a blog is, how it works, and what their obligation is to readers if they want to gain traction. All too often I think the PR people are simply getting the easy to use software, having fun naming the thing, and turning it over to an executive that hasn't yet been through driver's ed, a la the blogosphere. Result: dreadful accidents and/or gross misuse of the vehicle by driving 90 mph past everyone talking.

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