Tuesday, October 03, 2006

The Whys and Wherefores of Corproate Blogging

I've been asked to contribute a piece for a magazine article on the whys and wherefores of corproate blogging.

My first effort needs editing down but I'm quite pleased with it as a first draft.

The blogging phenomenon has actually been with us for quite a few years and has only recently reached the point where it is accepted as a corporate tool. I started the first of my blogs in 2000 and I expect the early adopter blogging companies of today to become more sophisticated in their blogging use in the coming years with blogs for internal staff, blogs for customers, partners, suppliers and the rest of the world.

Currently there are two industries leading the blogging charge, technology companies and marketing/advertising agencies. This isn’t altogether surprising given that these two industries are the ones most affected by the Internet and Interactive Media. Close on the heals though is the entertainment industry with particular emphasis on film, television and music. There is a lot of debate currently as to whether a blog written to promote a film should declare that it is a work of fiction or not with the latest example being lonelygirl15, which also opens up the idea of video blogging. Another example which brought derision down on the company which made it concerned the video blog by Agency.com for a pitch for Subway sandwiches. In both cases the video blogs were recorded according to a script rather than being genuine accounts of what happened at the moment. It is the difference between a genuine reaction to something and an attempt at acting.

Blogging does open the doors to your organisation and make you transparent which is recognised by most as a good thing, but you don’t want to give your competitors an edge by tipping them off with sensitive information at least until your clients and partners have been fully briefed (most corporate secrets fail to stay secret after that point usually).

Of those that blog there are two distinct approaches. The first is companies who encourage their staff to keep personal blogs about their working life hosted by the company and therefore give a personal lens view of the organisation. No two lens views will be exactly the same but overall a picture forms of the orgnisation. Microsoft and Google in particular are very good at this, encouraging staff to keep personal blogs and also read each other’s, whilst also reminding staff of their contractual obligations not to make sensitive information public. The Mark Lens firing by Google following entries in his blog stands as a warning to all, but has not resulted in mass firings for those who do not tow the company line on their blogs. It did however make people sit up and raise a few eyebrows at Google, and the technology giant did seem to come off worse in the blogging PR stakes after the incident. It seems though to have been an isolated case with lessons learned and most companies choose to deal with any hiccups privately rather than with public disciplinary procedures. When Robert Scoble left Microsoft his exit interview was recorded on the Microsoft blogging ‘network’ for all to see and many of his comments reveal a lot about how blogging inside a large corporate is viewed by the people actually keeping the blogs. His interview is at :

http://channel9.msdn.com/Showpost.aspx?postid=213207

Within Microsoft a ‘blog smart’ ethos was developed but with over 2.5 percent of this enormous company’s staff blogging, it cannot be ignored that the perception and reputation of Microsoft amongst developers and customers has not been higher for over ten years. Much of this is attributable to blogging. IBM and Yahoo have followed a similar pattern with similar guidelines but interestingly enough their reputation in the marketplace has not increased to anywhere near the same extent. There will always be some who will question whether a company like Microsoft can ever be trusted fully to present itself truthfully given their history. I must admit I am one of them.

The second type of blogging company has an official blog in the company name, which designated members of staff can contribute to on a daily basis. Typically this is how smaller companies handle blogging. Some set this for senior management and department heads whilst others encourage the entire organisation to contribute. Wieden Kennedy’s blog “Welcome to Optimism” is a good example of this. They keep write-ups of pitches they have done, new work just released, company night’s out, late nights at work, new hires, and really show what its like to work with this extremely talented group of advertising people. It therefore serves as a recruitment tool but also showcases work to clients and prospects alike. A new prospective client gets an extremely good view of the agency and gains valuable information as to whether this is a team that they want to work with. The question though in these circumstances is whether clients really want to know what it is really like to work inside an agency or whether this is more truth than they can handle. Wieden Kennedy’s growth for the year seems to indicate that this isn’t the case and the rest of the personality of the agency is clear for all to see whilst the industry reads their blog hoping to pick up some tips on how they produce the excellent work they do.

It is difficult to say which companies in this area are handling blogging badly because there does not seem to be a right or wrong way to do it, only a choice as to how much you share and how regularly. There does however seem to be a lot of companies who are not blogging at all and seem to be oblivious to the tool which is surprising given the amount interest coming from clients. Certainly an agency that is not blogging shouldn’t really be giving advice to clients on the subject, and any blog by a company which attempts to hide it’s identity in favour of promoting it’s products is seen in the blogosphere as dishonest and those that have tried this approach have very quickly been out-ed with resultant damage to their brand.


Related Tags: , , , , , , , , , , , ,

7 Comments:

At 7:29 pm, Anonymous Greg said...

I'm curious about your assertions that Microsoft's reputation is as high as its been in a decade and that IBM in particular hasn't seen the same PR 'bounce' from blogging that MS has. What is your basis for these claims?

 
At 1:58 am, Blogger ninest123 Ninest said...

ninest123 10.16
tiffany jewelry, replica watches, jordan shoes, replica watches, michael kors outlet store, michael kors handbags, burberry outlet online, nike air max, ugg australia, cheap ugg boots, christian louboutin, christian louboutin outlet, burberry outlet online, ugg outlet, tory burch outlet online, louis vuitton outlet, cheap oakley sunglasses, louis vuitton, oakley sunglasses, tiffany and co, louis vuitton outlet, chanel handbags, kate spade outlet online, polo ralph lauren outlet, ray ban sunglasses, prada handbags, polo ralph lauren, oakley sunglasses, christian louboutin shoes, gucci handbags, michael kors outlet online, nike outlet, longchamp handbags, prada outlet, cheap ugg boots outlet, oakley vault, longchamp outlet, ray ban outlet, nike air max, nike free, louis vuitton handbags, cheap oakley sunglasses, michael kors outlet online sale, ugg boots clearance, ray ban sunglasses, longchamp outlet online, louis vuitton outlet online

 
At 2:01 am, Blogger ninest123 Ninest said...

longchamp, michael kors outlet online, hermes pas cher, ray ban pas cher, timberland pas cher, vans pas cher, tn pas cher, nike roshe, converse pas cher, true religion outlet, air max pas cher, nike air max, air jordan, north face, coach outlet store online, michael kors, nike free, guess pas cher, true religion jeans, louboutin, nike roshe run, burberry pas cher, kate spade outlet, new balance pas cher, mulberry uk, nike free pas cher, longchamp pas cher, true religion outlet, coach outlet, north face pas cher, true religion, nike air max, lululemon outlet online, coach purses, coach outlet, michael kors uk, air max, scarpe hogan, nike blazer pas cher, hollister uk, nike air force, sac vanessa bruno, ralph lauren uk, hollister, lacoste pas cher, michael kors canada, abercrombie and fitch, ray ban uk, ralph lauren pas cher, oakley pas cher

 
At 2:03 am, Blogger ninest123 Ninest said...

jimmy choo shoes, chi flat iron, bottega veneta, ralph lauren, celine handbags, giuseppe zanotti, nike air huarache, mont blanc pens, ghd, gucci, ray ban, baseball bats, converse shoes, abercrombie and fitch, louboutin, p90x workout, nike roshe, babyliss, mac cosmetics, vans outlet, north face jackets, mcm handbags, vans, nfl jerseys, new balance outlet, reebok shoes, lululemon outlet, valentino shoes, abercrombie, north face jackets, wedding dresses, instyler ionic styler, asics shoes, hollister clothing store, air max, nike air max, timberland boots, nike trainers, converse, herve leger, birkin bag, iphone case, oakley, insanity workout, hollister, ferragamo shoes, soccer shoes, longchamp, beats headphones, soccer jerseys, michael kors outlet, michael kors outlet online

 
At 2:07 am, Blogger ninest123 Ninest said...

links of london uk, louis vuitton pas cher, canada goose, doke gabbana outlet, moncler, ugg boots, canada goose outlet, ugg soldes, louis vuitton canada, juicy couture, swarovski jewelry, moncler outlet, michael kors outlet online, moncler, marc jacobs handbags, pandora uk, sac louis vuitton, canada goose, ugg, wedding dress, hollister canada, michael kors outlet, moncler, pandora charms, juicy couture outlet, louis vuitton uk, uggs canada, canada goose outlet, michael kors handbags, louis vuitton, replica watches, thomas sabo uk, ugg, coach outlet, moncler, montre femme, canada goose, barbour, moncler, pandora jewelry, sac lancel, canada goose pas cher, moncler, canada goose outlet, barbour jackets, karen millen, supra shoes, swarovski uk, canada goose, toms outlet, pandora jewelry, moncler outlet
ninest123 10.16

 
At 9:37 am, Blogger Junda Xu said...

20151031 junda ヰ

the north face
Jordan 6 Rings Powder Blue
fit flops
canada goose jackets
michael kors outlet
ugg boots australia
Louis Vuitton Handbags Factory Store
michael kors outlet
michael kors outlet
Michael Kors Outlet Free Shipping
Abercrombie & Fitch Factory Outlet
Michael Kors Outlet Online No Tax
Louis Vuitton Bags Outlet Store
Coach Outlet Store Online Handbags Clearance
coach factory outlet
michael kors outlet sale
cheap ugg boots
Louis Vuitton Bags On Sale
cheap uggs
Abercrombie and Fitch Outlet Sale
Ugg Boots,Ugg Boots Outlet,Ugg Outlet,Cheap Uggs,Uggs On Sale,Ugg Boots Clearance,Uggs For Women
Coach Factory Outlet Private Sale
Mont Blanc Legend And Mountain Pen Discount
Tom Shoes Outlet With Free Shipping
ugg boots
michael kors
Canada Goose,Canada Goose Outlet,Canada Goose Jackets,Canada Goose Sale
Lebron James Basketball Shoes Sale
cheap ugg boots
coach canada

 
At 1:08 am, Blogger 艾丰 said...

jianbin1130
black friday
michael kors outlet store
michael kors uk outlet
fred perry shirts
lebron james shoes,lebron 12,lebron 12 shoes,lebron sneakers,lebron iv,lebron 11,lebron 10
nike air max 2014
timberland outlet
adidas jeremy scott
adidas outlet store
canada goose jackets
nike air huarache,nike huarache,nike huarache sneakers,nike huarache shoes
uggs outlet
north face jackets
football shirts uk,soccer jerseys uk,cheap soccer jerseys uk
coach outlet
winter coats outlet
ray ban sale
chanel handbags
michael kors usa
louis vuitton outlet online
lebron 12
michael kors outlet online
uggs outlet
ray ban sunglasses outlet,ray ban sunglasses,ray ban,rayban,ray bans,ray ban outlet,ray-ban,raybans,ray ban wayfarer,ray-ban sunglasses,raybans.com,rayban sunglasses,cheap ray ban
canada goose jackets
cheap mlb jerseys
uggs outlet
cheap ugg boots
winter jackets outlet
los angeles clippers
dallas cowboys
air jordan 13 free shipping
new york knicks

 

Post a Comment

Links to this post:

Create a Link

<< Home