Sure. Pack up, go home, walk out. Write off the web as being a place not to belong. Go even further and just give up altogether on anything other than shovelling the company brochureware from desktop publishing software to FrontPage. Shovelware rocks, right?

When senior managers are starting their thinking with the exit strategy in mind, you know the logic’s going to be upside down. This firm is thinking about creating conversational spaces, but doesn’t yet seem to have either a conversation topic or a reason for the audience to engage. In fact, they seem so absorbed in the exit strategy that I’m wanting to suggest a braver challenge would be to imagine that the route back through the forest has gone. Imagine Hansel & Gretel’s breadcrumbs have been gobbled up and you’re on your own to figure things out.

The problem is the idea of a dialogue with customers; two way, unfiltered, unmanageable. Yet the era of monologue corporate communications has gone for good. Where we’re at now is this space of conversation - billions of conversations – and that means brands also need to be taking part. The world of dialogue may take more after sales support and follow-through than classic media did, but that’s all part of the communication landscape now.

I’m wanting to help, but clearly the brand team are still nervous. So here are a few simple pointers to get you started…

• Try the blog out internally – test in a safe place first. Many firms are doing this to check they can author and figure stuff out in a semi private space. One of the investment banks in this class said “We’re doing it just internally for a year first, making sure we get it right.”
• Accept that some of your posts you might regret, some might be less polished than you’d have liked, but all of them will be you. If it’s an open and honest dialogue, if it’s one that speaks from the heart, then accept that you’ll make a few gaffs – hey, look at my little blog! – but be proud to be taking part in that conversation
• Focus on what the firm believes and write through that lens: find your voice.
• Resist the safe ground of corporate cover, and be bold enough to develop some personality and vibrance. Even if it means running taped interviews with you leadership team so you can hear their own words, try out the tools and gave it a go
• Persevere: I’ve been saying that “a blog is for life and not just for Christmas” for five years or more, and the permanence of digital marketing is one of the big differences companies need to appreciate. Waves of campaign based communication gets superseded with layers that gradually build up. That permanence means marcoms value builds over time: from link equity to FAQs – getting out of the mindset of campaign thinking can unlock something brilliant.
• And commit to being in that conversation for a long, long time, well beyond seeing it as a comms fad washing over the marking team