Monday, April 10, 2006

Business Blogs And Management

I wanted to again reference the article by Scott Yaw on He identifies a crucial point that puts the pressure of a business blog squarely on the shoulders of management - where it should be.
Blogs are no longer a sub-culture of the Internet. They are a mainstream information resource. However, blogs are not a universal fit for every company. Unrestricted, honest feedback can liberate the company’s brand communication efforts or oppress the entire organization’s culture. The idea of launching an informal, open blog can strike terror in the heart of most controlling senior managers. But unlike other trendy business communications, blogs are a way for companies to receive truth, send truth and most importantly, manage public perception in real time.
Don't miss a key element in that paragraph. It's that the goal of a blog needs to be about the Truth. Not spin. Not Marketing. Not reinforcing your brand. It's got to be about the Truth. If it's not, your blog will never survive the scrutiny. It's kind of like the difference between writing a speech and standing in front of an audience giving a speech. In the latter scenario, you have to face a room full of potential critics. Speeches are always brilliant before they're given. After the fact, that's not always the case.

Are you ready to engage your stakeholders with the Truth? If not, the the world of blogs is not for you. Putting out cliche-ridden press releases is probably more up your alley.

If you think you're ready, so are we.


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