CIO: Insight had a recent interview with Scoble where he talks about corporate blogging. Thought you’d find his take on corporate blogging interesting:
Some blogs are like press releases. New, friendly, cuddly press releases, but they’re still only talking about what’s happening in the company and its products. The really hard thing, the thing I haven’t seen too many people do, is what I was trying to do: be an authority on the marketplace. That really helps a lot.
Here’s how Wikipedia defines corporate blogging (and I agree).
A corporate weblog is published and used by an organization to reach its organizational goals. An external blog is a publicly available weblog where company employees, teams, or spokespersons share their views. It also allows a window to the company culture and is often treated more informally than traditional press releases.
I think the key goal for a corporate blog as stated above is “to reach a company’s organizational goals”. I’ve always looked at corporate blogs as a window into a company, a window that allows back-and-forth conversation between a company/those who create its products and its users. As Hugh Macleod, beautifully describes it – it could be that Porous Membrane that facilitates “the conversation”.
But in the poetry of such a “conversation”, should be embedded the nitty gritty of a company’s organizational goals.
How do you define a corporate blog?
Check out my other posts on corporate blogging.
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