We've been doing a lot of thinking in the office about blogging. In the midst of all this, I've been slightly uncomfortable with the whole notion of the 'corporate blog'. Blogs are places where conversations happen, and conversations happen between people, not between a person and a corporation. I accept that there can be such a thing, but I think organisations have to be really careful to create a blog that has real personality. Otherwise it ceases to be a blog and becomes just another traditional 'channel'. Authenticity is key, as the blogosphere has an uncanny knack of exposing the inauthentic. Just ask Walmart.
13 February 2008
Is there such a thing as a corporate blog?
We've been doing a lot of thinking in the office about blogging. In the midst of all this, I've been slightly uncomfortable with the whole notion of the 'corporate blog'. Blogs are places where conversations happen, and conversations happen between people, not between a person and a corporation. I accept that there can be such a thing, but I think organisations have to be really careful to create a blog that has real personality. Otherwise it ceases to be a blog and becomes just another traditional 'channel'. Authenticity is key, as the blogosphere has an uncanny knack of exposing the inauthentic. Just ask Walmart.
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