Corporate blogging rules of the road (and bonus podcast)

Let’s talk about what makes for a successful corporate blog and how you can assemble one of your own. Blogs are an essential element of any corporate marketing strategy, and should be the linchpin of creating an integrated digital marketing campaign that includes email newsletters, social media posts, and other kinds of content. But if you don’t have a strong blog, you will have a difficult time executing any solid marketing campaign.

I have written about corporate blogging for more than 13 years, including this story that ran in Computerworld, and contributed to dozens of different corporate blogs (in addition to running some websites that could be considered blogs if they were created in the modern era). Jeremiah Owyang once said that you shouldn’t accept blogging advice from people that are not bloggers. Given that he has blogged for as long (if not longer) than I have, he is worth paying attention to. I am writing about this again thanks to being inspired by a recent article about Autodesk and its 200-some corporate blogs.

Autodesk is the company behind AutoCAD and some 170 other products that are based on that industry segment. When you first see how many blogs they have, you think: that can’t possibly be the right strategy for them. But the more you look into what they are doing, the more you understand that this is actually brilliant. These different blogs (some of which you can see in the screen capture here) show something more than just quantity. For example, each Autodesk product and blog has its own dedicated marketing team, so it’s up to each to decide how to structure its operation and tell it’s own story. So as you are examining what Autodesk is doing, here are a few pointers.

First is understanding the key elements in assembling your team that will staff and run a blog. It is more akin to running a publication (something that I have done numerous times over my career in both print and online), but you may not have editorial and production people in-house. That is why it could make sense to outsource part of these back or front office functions of the blog to operations such as Skyword or Contently. While you pay a premium for these services, they can deliver benefits if you don’t have the time, skills or staff to handle these functions. Another part of successful blogging is creating an editorial calendar and planning what you will cover in the next quarter (or longer if you can), posting regularly and selecting the right topics. This makes it easier to assign posts and organize your campaigns.

Next, you need to understand your audience focus and define what the overall purpose of the blog or blogs will be, as well as adjusting to the appropriate level of knowledge for a particular readership. This is something that you want to do up front, before you start creating any posts.

It is also important to take the long view about your blog or blogs; on the Internet, content is eternal and many corporate marketers often make the mistake of having a blog stand up for just a particular campaign. I often get inquiries from something that I posted ten years ago. Many of the blogs and pubs that I have written for have taken down their content. Newsflash: storage and domain services are cheap these days.

Part of any successful blog is also figuring out what your metrics for success are, and that should involve more than just counting simple page views. While we all watch that particular statistic, it doesn’t tell the entire story, such as how engaged our readers are and how many of them convert to trial product versions or refer others who become customers. Figure out how you can track these things effectively.

Finally, make sure you pay your external writers quickly and without a lot of paperwork, otherwise they will migrate elsewhere. (That is where the outsourced back office providers can help.) I know this sounds somewhat self-serving, but I have seen many fine pubs lose talented writers who get frustrated when payments stretch out for months.

If you haven’t had enough suggestions, or if you want to send these suggestions to someone who is a more auditory learner, you can listen to a 20 minute podcast that Paul Gillin and I put together for our FIR B2B episode this week here.


Keeping your home safe from the Internet of Bad Things

Back before we had nearly universal broadband Internet in our homes, the only safety electrically-powered device that we had to worry about was to replace the batteries in our smoke detectors every six months. With the Internet of Things, we now have a lot more capabilities, but a lot more worries.

Some friends of mine have 23 connected devices to their home network: a Nest thermostat, security cameras, Alexa, smart TVs, network printers, gaming systems, smart watches and their computers. I am sure I have forgotten a few others. All of them can be exploited and used for evil purposes. Think of them as that back door to your home that is wide open.

This exploit for smart TVs was a news item last year. It uses a special digital broadcast signal to gain access to your TV’s firmware. I have been trying to update my firmware for weeks with no success, but I guess hackers are more adept. Still, this is a major concern for IoT devices both in the home and in the workplace. Many device makers don’t have any firmware update mechanism, and those that do don’t make it easy or automatic for users to do it. And devices are usually not monitored on corporate endpoint protection tools, which are usually designed for Windows, Mac and Linux machines.

Part of the problem is that the number of IoT devices continues to climb, with estimates in the tens of billions in the coming years. These devices are seemingly everywhere. And they are an attractive target for hackers. Hajime, Mirai, Reaper, Satori and Amnesia are all IoT-based malware that has been seen in the past couple of years. The hackers understand that once you can discover the IP address of a device, you can probably gain entry to it and use it for evil purposes, such as launching attacks on a corporate target or to leverage access to a corporate network to steal information and funds.

So what can you do? One friend of mine is so concerned about his home network that he runs his own firewall and has two different network-attached storage devices that make copies of his data. This enables him to get rid of having any data on his computers and removes all at-risk programs on them to further secure them. That is probably more than most of us want to do, but still it shows the level of effort that you need to keep things safe.

If you aren’t willing to put this much effort into your home network, here are a few easier steps to take. First, make sure you change all of your devices’ default passwords when you first install them – if you can. Some products have a hard-coded password: if security is a concern, toss them now. Second, if you don’t have a firewall/router on your home network (or if you are using the one supplied by your broadband provider), go out and get one. They now cost less than $100 and are worth it if you can take the time to set them up properly to limit access to your networked devices. Next, make sure your Wifi network is locked down appropriately with the latest protocols and a complex enough password. If you have teenagers, setup a guest network that limits their friends’ access.

Granted, this is still a lot more work than most of us have time or the patience for. And many of us still don’t even replace our smoke detector batteries until they start beeping at us. But many of you will hopefully be motivated to take at least some of these steps.

Learning about what data your social networks keep about you

Brian Chen’s recent piece about social media privacy in the NY Times inspired me to look more closely at the information that the major social networks have collected on me. Be warned: once you start down this rabbit hole, you can’t unlearn what you find. Chen says it is like opening Pandora’s box. I think it is more like trying to look at yourself from the outside in. There is a lot of practical information and tips here, you might want to file this edition of Web Informant away for future reference when you have the time to absorb all of it.

Why bother? For one thing, the exercise is interesting, and will give you insights into how you use social media and whether you should change what and how you post on these networks in the future. It also shows you how advertisers leverage your account – after all, they are the ones paying the bills (to the news of some US Senators). And if you are concerned about your privacy or want to leave one or more of these networks, it is a good idea to understand what they already know about you before you begin a scrub session to limit the access of your personal information to the social network and its connected apps. Also, if you are thinking about leaving, it would be nice to have a record of your contacts before you pull the plug.

None of the networks make obtaining this information simple, and that is probably on purpose. I have provided links to the starting points in the process, but you first will want to login to each network before navigating to these pages. In all cases, you initiate the request, which will take hours to days before each network replies with an email that either contains a download link or an attached file with the information. You need to download the file(s) within a certain time limit, otherwise the links will expire and you will have to issue another request.

The results range from scary to annoyingly detailed and almost unreadable. And after you get all this data, there are additional activities that you will probably want to do to either clean up your account or tighten your privacy and security. Hang on, and good luck with your own journey down the road to better social network transparency about your privacy.


Facebook sends you an HTML collection of various items, some useful and some not. You download a ZIP archive. There is a summary of your profile, a collection of your posts to your timeline, a list of all of your friends (including those who have left Facebook) and when you connected with them, and any videos and photos that you have posted. Two items that are worth more inspection are a list of advertisers that have your information: I noticed quite a few entries to more than a dozen different state chapters of Americans for Prosperity PACs that are funded by the Koch brothers. Finally, there is a list of your phone’s contacts that it grabbed if you ran its Messenger application, which it justifiably has been getting a lot of heat for doing. Note that this is different from your friend list.


LinkedIn sends you a ZIP collection of CSV files that you can open in separate spreadsheets that contain different lists. There are your contacts (which they call your connections), your messages that you have exchanged with other LinkedIn members, recommendations that you have made and have been sent to you, and other items. Most of the files contained just a single line of data, which made looking at all of them tedious. LinkedIn actually sends you two collections of files: you should ignore the first one (which you get almost immediately) and wait for the “final” archive, which is more complete and arrives several hours later. Most of this data is rather matter-of-fact. One file contains a summary of your profile that is used for ad targeting, but there is no list of advertisers like with the other networks. Another file contains the IP addresses and dates of your last 50 logins, and another contains the dates and names of people that you have searched for on the network. What bothered me the most about my list of LinkedIn connections was the number of them differed by two percent from what is displayed on my LinkedIn home page and in the spreadsheet itself. Why the difference? I have no idea.


Google operates somewhat differently and more opaquely than the others mentioned here. First, you go to the link above, which is a separate service that will collect your Google archive. The screen shot shows you just some of the dozens of different Google services that you can select to use in the gathering process. In my experiment this process took the longest: more than three days, whereas the others took minutes to several hours. Even before you get your archive, scanning this list and selecting which services you want included in your report is a depressingly lengthy activity.  When I finally got my archive, it spanned three ZIP files and more than 17GB in total, which is more than all the others combined.

However, that is just the beginning. When you bring up a web page that shows the various Google services, you have to separately extract the data for each service individually and each service uses it own data format that you then need to view in a particular application: for example, your calendar items are in iCal format, your email data is in MBOX format, and others are extracted in JSON format. Analyzing all this information can probably take a data scientist the better part of a few days, let alone you and I, who don’t have the tools, dedication or time. If you are thinking of de-Googling your life, you will have to do more than just switch to an iPhone and give up Gmail.

But wait, there is more: emails that you delete or find their way into your Spam folder are still part of your archive. In the Googleplex, everything is accounted for. Note that if you have uploaded any music to Google Play Music, this data isn’t part of your archive and you’ll have to download that separately.


Twitter will send you two files: one that is a PDF attachment that contains a list of all the advertisers that have your information, but the advertisers’ names are shown in their Twitter IDs and thus not very meaningful. The second document is an Html collection of all your tweets, and you can bring up your browser or access the data via in two formats: JSON and CSV exports by month and year. Notice that there is nothing mentioned about downloading all of your Twitter followers: you will have to use a third-party service to do this. One thing I give Twitter props for is that you have a very clear series of settings menus that might be useful to study and change as well, including connected apps and privacy settings. Facebook and LinkedIn constantly are rearranging these menus and make changes to their structure and importance, which makes them more difficult to find when you are concerned about them. But Twitter at least give you more control over your privacy settings and tries to make it more transparent.

Action items

So what should you do? First, delete the Facebook Messenger phone app right away, unless you really can’t live without it. You contacts are still preserved by Facebook, but at least going forward you won’t have them snooping over your shoulder. You can still send messages in the Web app, which should be sufficient for your communications.

Second, start your pruning sessions. As I hinted in the Twitter entry above, you should examine the privacy-related settings along with the connected apps that you have selected on each of the four networks. The privacy settings are confusing and opaque to begin with, so take some time to study what you have selected. The connected apps is where Facebook got into trouble (see Cambridge Analytica) earlier this month, so make sure you delete the apps that you no longer use. I usually do this annually, since I test a lot of apps and then forget about them, so it is nice to keep their number as small as possible. In my case, I turned off the Facebook platform entirely, so I lost all of these apps. But I figured that was better than their hollow promises and apologies. Your feelings may be similar.

Third, protect your collected data. Don’t leave this data that you get from the social networks on any computer that is either mobile or online (which means just about every computer nowadays). I would recommend copying it to a CD (or in Google’s case, several DVDs) and then deleting it from your hard drive. Call me paranoid, or careful. There is a lot of information that could be used to compromise your identity if this gets into the wrong hands.

Finally, think carefully about what information you give up when you sign up for a new social network. There is no point in leaving Facebook (or anyone else) if you are going to start anew and have the same problems with someone else down the road. In my case, I never gave any network my proper birthday – that seems now like a good move, although probably anyone could figure it out with a few careful searches.

CSOonline: 4 open source red-team ATT&CK-based tools reviewed

In an article that I wrote last week for CSOonline, I described the use of a red team framework from Mitre called ATT&CK. in my post this week, I compare four free open source tools that leverage this framework and how they can be deployed to help expose your network vulnerabilities. The four tools are:

  • Endgame’s Red Team Automation (RTA),
  • Mitre’s own Caldera,
  • Red Canary’s Atomic Red, and
  • Uber’s Metta

Each have their good and bad points. You can read my review here.

FIR B2B #94 podcast: Panera Dread

Panera Bread’s reaction to a breach of its customer records is a classic example of what not to do on so many levels that it’s hard to know where to start. Officials lied to reporters about the nature and extent of the breach, treated the security experts that knew what actually happened with disdain, took months to recognize the existence of the breach only after others revealed it to the public, told people that the leak was fixed when it wasn’t and glossed over the real issue: a major IT flaw in its application program interface specs that caused the breach to begin with (as well as another this week at P.F. Chang’s). It didn’t help matters that the chief information security officer at Panera came there from a similar job at Equifax in 2013.

The reaction from Ragan is a good summary of what happened and how the situation was mis-handled, and if you want more specifics from the security researcher that first found out about the flaw last August, can read this post on Medium. That latter link reproduces the email messages that showed how the company ignored the researcher’s notification. Firms need to hold themselves to better accountability, have breach plans in place, and make it easier for security researchers to submit vulnerability disclosures in a non-threatening and simple way.

My 14 min. podcast with Paul Gillin can be played here.

Security insider: Ben Rothke, Nettitude Group

Ben Rothke is a Principal Security Consultant at the Nettitude Group and is a CISSP, CISM and PCI QSA. He has over 15 years of industry experience in information systems security and privacy. He is the author of Computer Security: 20 Things Every Employee Should Know, and authors The Security Meltdown blog for CSOonline.

I first met him in Israel on a tour of infosec companies and he always has something thoughtful and interesting to say. Given his tenure, it isn’t surprising that his first major security issue that he can recall was a misconfigured firewall that was letting a whole lot of Internet traffic in. It took him a few hours to figure out the correct configuration. As he said, “everything old is new again when it comes to information security!”

Since he does a lot of PCI compliance work, his go-to tool is Ground Labs Card Recon tool for cardholder data discovery. He also uses tools from Skyhigh Networks and the native AWS security services as well. “The native AWS controls do go a long way to help configure and debug security configurations of their cloud services.” Another tool that he personally uses is Norton Mobile Security to protect his mobile devices. He also uses LastPass for managing his password collection. “I was concerned when they had their breach about putting all my eggs into one basket, so yes, you have to be prepared for that.”

“Nowadays you pretty much know when someone is trying to social engineer you,” he says. You can tell when you get an odd Facebook message or some dopey email, such as someone’s wallet has been stolen while on a trip and you haven’t heard from that person in ten years.” But the attackers have the odds in their favor: “All it takes is a couple of folks to click on the bait and they are living the high life.”

Over the last 18 months he has personally seen three different ransomware cases. For two of them, “they had good backups and ignored the ransom demands and were fine,” he said. The clients were able to reimage their machines and went about their business. However, with one client, “they had no leverage and had to pay the $600 ransom and learn from it. But now they have good backups, they took the attack as a wakeup call.” We commiserated on the fact that “you can’t have too many backups. Now that we have the cloud, it is easier, you can have a huge amount of data backed up without any tapes anymore.”

“Sometimes I see clients that have some rivalry between two different IT divisions,” he says. “It is like the competition between the police and fire departments. But they have to work together, and try to avoid finger pointing, and let them work it out and work together and understand each other’s point of view. Some companies are integrated better than others.” He says there isn’t any real magic to this integration. “It is more of a culture issue. If you are part of the same team, and guys are sitting near each other on the same floor, it is easier for one person to hand off to another and interact with them and build mutual trust.”

Part of the challenge is that everyone needs to be operating “from the same playbook, and understand the same collection of systems. After all, they are all supporting the same business goals and understanding the same endgame,” he says. “The challenge is that it takes a good executive at the top, whether that be a CIO, CTO or a CISO, for everyone to work well together and for this harmony to trickle down. Without this leadership, the conflicts trickle down too.”

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A new way to speed up your Internet connection

How often do you comment on how slow the Internet is? Now you have a chance to do something to speed it up. Before I tell you, I have to backtrack a bit.

Most of us don’t give a second thought about the Domain Name System (DNS) or how it works to translate “” into its numerical IP address. But that work behind the scenes can make a difference between you having and hot having access to your favorite websites. I explain how the DNS works in this article I wrote ten years ago for PC World.

Back when I wrote that article, there was a growing need for providing better DNS services that were more secure and more private than the default one that comes with your broadband provider. But one of the great things about the Internet is that you usually have lots of choices for something that you are trying to do. Don’t like your hosting provider? Nowadays there are hundreds. Want to find a better server for some particular task? Now everything is in the cloud, and you have your choice of clouds. And so forth.

And now there are various ways to get DNS to your little patch of cyberspace, with the introduction of a free service from Cloudflare. If you haven’t heard of them before, Cloudflare has built an impressive collection of Internet infrastructure around the world, to deliver webpages and other content as quickly as possible, no matter where you are and where the website you are trying to reach is located. If you think about that for a moment, you will realize how difficult a job that is. Given the global reach of the Internet, and how many people are trying to block particular pieces of it (think China, Saudi Arabia, and so forth), you begin to see the scope and achievement of what they have done.

I wanted to test the new DNS service, but I didn’t have the time to do a thorough job.  Now Nykolas has done it for me in this post on Medium. He has somewhat of a DNS testing fetish, which is good because he has collected a lot of great information that can help you make a decision to switch to another DNS provider.

There are these five “legacy” DNS providers that have been operating for years:

  • Google Private and unfiltered. Most popular option and until now the easiest DNS to remember. Their IP address was spray-painted on Turkish buildings (as shown above) during one attempt by their government to block Internet access.
  • OpenDNS 67.222.222: Bought by Cisco, they supposedly block malicious domains and offer the option to block adult content.
  • Norton DNS They supposedly block malicious domains and integrate with their Antivirus.
  • Yandex DNS A Russian service that supposedly blocks malicious domains.
  • Comodo DNS They supposedly block malicious domains.

I have used Google, OpenDNS and Comodo over the years in various places and on various pieces of equipment. As an early tester of OpenDNS, I had some problems that I document here on my blog back in 2012.

Then there are the new kids on the block:

  • CleanBrowsing 228.168.168: Private and security aware. Supposedly blocks access to adult content.
  • CloudFlare Private and unfiltered, and just recently announced.
  • Quad9 Private and security aware. Supposedly blocks access to malicious domains, based in NYC and part of the NYCSecure project.

How do they all stack up? Nykolas put together this handy feature chart, and you can read his post with the details:

As I mentioned earlier, he did a very thorough job testing the DNS providers from around the globe, using VPNs to connect to their service from 17 different locations. He found that all of the providers performed well across North America and Europe, but elsewhere in the world there were differences. Overall though, CloudFlare was the fastest DNS for 72% of all the locations. It had an amazing low average of 5 ms across the globe. When you think about that figure, it is pretty darn fast. I have seen network latency from one end of my cable network to the other many times that.

So why in my commentary above do I say “supposedly”? Well, because they don’t really block malware. In another Medium post, he compared the various DNS providers’ security filters and found that many of the malware-infested sites he tested weren’t blocked by any of the providers. Granted, he couldn’t test every piece of malware but did test dozens of samples, some new and some old. But he found that the Google “safe browsing” feature did a better job at block malicious content at the individual browser than any of these DNS providers did at the network level.

Given these results, I will probably use the Cloudflare DNS going forward. After all, it is an easy IP address to remember (they worked with one of the regional Internet authorities who have owned that address since the dawn of time), it works well, and plus I like the motivation behind it, as they stated on their blog: “We don’t want to know what you do on the Internet—it’s none of our business—and we’ve taken the technical steps to ensure we can’t.”

One final caveat: speeding up DNS isn’t the only thing you can do to surf the web more quickly. There are many other roadblocks or speed bumps that can delay packets getting to your computer or phone. But it is a very easy way to gain performance, particularly if you rely on a solid infrastructure such as what Cloudflare is providing.