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Three Ways to Replace a Superstar Blogger

December 16, 2010  

Companies may find themselves in a touchy situation when their established social-media star leaves to pursue other interests. Just what do you do with a famous blog when its author says "adios"?

Ford will no doubt find a way to survive if Scott Monty ever takes to the saddle with a new gig, but for those less certain about post-star stability, here are three ways to expedite a transition, courtesy of Rohit Bhargava:

The Handover. The departing star passes responsibilities to another voice. When CMO blogger Randy Baseler of Boeing left, he gave his blog, Randy's Journal, to successor CMO Randy Tinseth. (Very cool that their names matched!)

The Farewell. The popular blogger simply shuts the company blog down, giving the company a clean slate. When Oracle acquired Sun, CEO Jonathan Schwartz of Sun wrote a farewell post and bid his Sun blog good night. Forever.

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