Employee blogging is a good thing and a bad thing. A business needs to control their reputation online and offline and having a lot of bloggers spread the word about their business is a good thing, however, it is also a bad thing because it opens up more and more avenues for the business to be attacked on different social media platforms. Therefore, a business must carefully weigh the pros and cons of an action before they go as deep as possible with that action.
The good part of this action is that the business has a greater reach than they did before their employees started to blog on their (or a) website. This means that the company enjoys a greater amount of exposure to the world. They are able to get more traffic because they have more pages to get that traffic. Essentially, the business is casting a bigger net to catch more potential clients and customers. All a very good thing for the business owner or business in the future, because every little piece of publicity helps a business extend their brand.
However, the greater number of pages increases the business's chances of being attacked through those pages. The blogging platforms have their comments set to "on" by default. This means that an internet "troll" can essentially attack a business by posting irrelevant and anger driven comments in the comments field.
The best way to deal with this problem is to turn on moderation in the comment field. This ensures that all comments are moderated and only the positive and constructive comments are allowed on the page. The attacking and devious comments are deleted and do not cause problems for the business. They do not hurt the reputation of the business and they do not hurt the business in the end.
One more thing to keep in mind is that a person who moderates the comments for the blogs should not be the same person who writes the posts. The moderator is a neutral entity who will not take any comments personally, whereas the blog creator is likely to become upset with the comments that some of the blog readers may make on the blog. This keeps the blog writer positive and keeps the reputation of the business clean.
In the end, a business make a decision whether or not the down sides of having employees blogging is worth the upside of having the extra exposure. There are many mistakes that both the business and the employee can make when using this system. Therefore, it must be carefully considered before a business decides to take this course of action.
Remember that employees will extend the reach of the business and may potentially bring in far more customers and clients with their blogs. However, it must be considered that this also opens the business up to attacks from the outside. There is also the problem that a business can be associated with comments from the blogger that they do not believe in themselves. Therefore, there is no right or wrong answer to this question, it just depends on what the business owner wants and needs.