Executing Social Media Conference Logo Atlanta welcomes the leading minds in marketing and public relations for day one of the Executing Social Media Conference, which we'll be covering live. Executing Social Media is a two day event with the ambitious goal of bringing together experts on the use of social media: blogging, RSS, podcasting, online video, virtual communities, and consumer generated content. Day 1 started off with an session on how communications between company and customer/consumer have changed in recent years. Of primary interest were three major guidelines for starting a corporate blog.Here they are, courtesy of Chip Griffin, owner of Custom Scoop: # Communicate Filter Free. Obviously there are legal filters that must be in place, but the filters referred to here are more like road blocks that keep a blog post from being published. If too many people have to approve every blog post, the activity quickly becomes a time sink and usefulness -- as well as necessary candidness -- is lost. # Track and Participate in the Conversation. Don't think of blog posts as "fire and forget," even if you want to keep publishing boundaries low. It's in an organization's best interest to keep up with who is commenting on, linking to, and writing about the company's blog posts. # Embrace Experimentation. The level of effort required to start a corporate blog is so low that any organization, regardless of size, could start tomorrow. Once you start blogging, don't be afraid to try things, fail fast, learn, improve, and repeat. In the world of blogging, effort isn't a crime; inauthenticity is. As our readers well know, the days of simply picking up a newspaper and reading the latest headlines are over. More and more, users are going online and engaging the companies they depend on. From forum posts, to comments on corporate blogs, to user reviews, customers have become invaluable resources for real-time corporate feedback. How are companies responding? When Amazon CEO Jeff Bezos was asked why Amazon.com scaled back spending on marketing and public relations, the Web executive said a better customer experience leads to word-of-mouth recognition that cannot be duplicated via marketing or PR. That's wisdom worth noting. If these new media breadcrumbs are of interest to you, stay tuned -- more session coverage to come!