I thought of one additional thing to add to my post earlier today about the recent hire of a full-time blogger at eBay. The additional thought is this: eBay didn’t try to outsource the blogging responsibility.

I’ve had conversations with people who think blogging is something that can be outsourced to college students or copywriters or stay at home moms or new media consultants. It can’t. None of those people know the company as well as someone who is inside the company day in and day out. They can convey the culture. They won’t have the relationships. They won’t respond as timely because they will probably be running most of their content through someone before they post…particularly if there’s an issue that demands a rapid response.

Outsourcing your blogging is not only a bad idea, it may be misleading in too. A great organizational blog conveys that your reading a person who is a true representative of the organization. Someone who lives and breathes the organization…and an outsourced blogger just won’t do that. Don’t outsource your blogging. Don’t even think about it.

Last week I found an interview with eBay’s new in-house blogger, Richard Brewer-Hay. This is an good move on their part and one that I think will become increasingly common in the future. There are a few things that were especially interesting in the interview and worth noting for any organization that has official bloggers:

• Bringing in someone from the outside isn’t a bad thing. Brewer-Hay was hired to eBay for blogging. He wasn’t a guy who had been there for a while and moved into that position. An internal person who assumes a full time blogging role isn’t necessarily a bad thing, but someone new will have less bias and likely be a bit more candid than someone who’s been in the organization for many years.
  
  LifeWay Christian Resources, here in Nashville, hired Ed Stetzer a year ago and Ed is an unofficial blogger for LifeWay but had significant credibility before being hired by LifeWay and LifeWay has received the lift it. An outsider can do that for you. The hard question then is this: when does that outsider become and insider? That’s a topic for another day.

• They trust him to say what he’s going to say. This quote really jumped out:

Question: Your blog will be linked from eBay’s PR webpage. How much influence will eBay have on what you write?

Answer: My words go straight up onto the blog, unedited. It’s got to be transparent. There’s got to be an authenticity to it, an honesty to it, otherwise there’s no point in doing it in the first place. I’m going to open up my e-mail to questions from folks. People can comment, too, and comments are going to be open. You’re going to get the good, the bad, and the ugly.

• They’re giving him time to launch. Brewer-Hay has been at eBay since January but the blog isn’t going to launch until April. They’re giving him time to build the blog, familiarize himself with the company, and get his blogging plan in place. It’s also giving them time to get the word out about the upcoming blog…hence the interview.

eBay has realized they need a blogger for all the benefit it provides both in being proactive with news and ongoing relations with the people who are most interested in eBay as well as a quick and immediate outlet for dealing with bad news. In the future most organizations with have numerous bloggers who specialize in particular areas of content but not every organization is yet ready to bring a blogger in. In October I wrote about five types of organizations that shouldn’t blog. This is still applicable for some organizations today but the good news is that they can be overcome with the right people in place.