As part of my Master Thesis I’m trying to picture what blogging is all about. I’ve made the following drawing:
The potential in Corporate blogging is an outsight, a extrovert perspective on the company, on its processes, on how they do things - maybe. It depends on how companies are linking their corporate strategies to how they blog. How many companies in fact do? How many of the so-called Corporate weblogs are in fact “sponsored” by management, and how many are a product of skunk work and “secured” by the writer with a disclaimer?
I’ve looked up a few examples of Corporate weblogs, but can anyone tell me what the specific outcomes have been? I’m not talking about communication and PR, but maybe development, R&D, HR?
3 Comments
Hans, I think that having picked off the low-hanging PR and marketing fruit, many companies will look to leverage the blog concept internally (on an intranet/extranet basis) before rolling out more externally facing blogs. One of the reasons behind this is the whole governance and control policy question, which is generally easier to steer within the enterprise rather than outside (and the risks are often lower). Equally, many companies have as many issues with communication, co-operation and collaboration from an internal perspective as they do interfacing with the wider world of customers, partners and other interested parties.
Hi Mark
Sorry for the delay in answering your comment.
I think your right - the low hanging fruits is indeed in connecting - internally but also externally. I see a huge potential in diversifying the network and the connections, the dots. In allowing these to happen I think will unleash a innovation potential, but it also means a lot of courage and trust in people.
Isn’t the truth thatt it’s the people that makes innovation happen, not the knowledge in its self?
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