Common Craft Blog
David Sifry on Corporate Blogging
By leelefever on October 24, 2004 - 7:07pm
I've really enjoyed David Sifry's multi-part look at the state of the blogosphere. His latest entry is about something near and dear to me- corporate blogging. I'm with him in saying that 5000 corporate bloggers is a small number and we're at the beginning of blogging becoming an acceptable part of corporate policy.
Here's how he defines this group:
These are people who blog in an official or semi-official capacity at a company, or are so affiliated with the company where they work that even though they are not officially spokespeople for the company, they are clearly affiliated.
David Sifry on Corporate Blogging
:-)
Lets start a conversation.....
How do you define a Corporate Blog? It’s not about us as a blogging community is it?
As I see it it’s more about convincing companies to use weblogs as part of there overall business processes - not only Communications, Marketing and PR, but also R&D and HR – or what?
Is there any examples besides HP, Xerox and Microsoft doing so? Any numbers for that? Any examples connecting corporate strategy with corporate blogging?
How many bloggers from the so called corporate blogging community is in fact in a mission from management. Do you know? How many is in fact skunkworkers – just doing what the are obliged to do?
Please tell me.....
Best Regards
Hans Henrik H. Heming
David Sifry on Corporate Blogging
Hans,
Ford Motor Cars has a blog (well of sorts), check it out at http://blog.ford.com/blog.cfm
Not sure if it is skunkworks, could be as Joe Kyriakoza partner and manager of digital media for Ford Motor Media, the national media buying arm for Ford Motor Company says they do not use them, check it out at http://www.imediaconnection.com/content/4073.asp
Michael
David Sifry on Corporate Blogging
Hi Michael
Thank you for a very quick response.
I’ve just looked trough your suggested links – Okay Ford has announced the blog as a Weblog, but I think it lack’s a lot…….
I don’t think that Mr. Kyriakoza is answering anything about his thoughts on blogging, but I would be great full if you could provide me with any other examples.
As mentioned I’m highly interested in weblogs directly connected to overall company strategy. I know it’s not easy – and CEO blogs doesn’t count :-)
Best Regards
HHHH
David Sifry on Corporate Blogging
Hi Hans,
I wish I could help more with more specifics- and thanks to Michael for the pointer to Ford.
Macromedia has a great system of 330 corporately sponsored blogs.
http://www.markme.com/mxna/bloglist.cfm
Also, check out a tiny example in Northfield Construction:
http://www.northfieldconstruction.net/
I'm sure there are many more...
I haven't seen a lot of corporate strategy built around weblogs . As powerful as they are, they are still only one tool that may or may not have a quanitfiable impact. Combine that with the inherent risk of free and transparent, blog-style language and larger companies may not consider it a viable strategy. Even then, the ones that do may not "get it".
I'd say that the definition of "corporate blogger" has to do with goals and affiliation.
Corporate bloggers are blogging on behalf of a company- their goal is less personal than professional- they have the blessing of their company to talk about the company in public.
There are lots of people talking about companies, but a smaller set are speaking on behalf of the company and hoping to put an individual face and perspective on a corporate message. I'm sure it's a hard job to navigate.
Wish I had more time to consider this right now... please do keep talking...
David Sifry on Corporate Blogging
Hi Lee
This is indeed very good examples – I’ve heard of them both and they are definitely outstanding role models for their different business segments.
What has my special interest is the process and the results obtained in corporate blogging.
I’ve made a drawing on how I see the aggregation of the business network when blogging in a corporate context. Of course the same is the case in “ordinary” blogging as well.
Please se the drawing at - http://blog.hoejberg.dk/archives/000975.html
In terms of corporate blogging is their any evidence, any bottom line results which are directly results of corporate blogging?
Best regards
Hans Henrik
David Sifry on Corporate Blogging
Hans, I agree the Ford example is lacking, but at least they are taking a step into the blog world.
I feel there are bottom line results from internal corporate blogging to help with communications and knowledge management. On the extenral side anything that helps an organisation get closers to it customers has got to be of benefit. Where the corporate blog fails is when PR/marketing get in the way, the product development guys should be the ones with the direct line to the customers.
Oh, Hans I tried to post a comment at your blog and it would not let me. Check out JotSpot as a Wiki for your Thesis.
David Sifry on Corporate Blogging
Hi Michael
I’m sorry for the inconvenience the comment problems may have caused you! I’m trying to solve them right away.
I know your right when saying that PR and other Marketing activities results in bottom line results – of course. My main interest is though how to use blogging as at catalyst for innovation in other business processes.
Management will of course raise one BIG question – Where is the money?
PR and Marketing is “easy” when it comes to management approval – its easy to get going. The main reason is that it’s much alike what you do already. (Of course I know that this kind of conversation with the costumers is new for everybody).
Other processes is a different game – how to facilitate external network in a R&D context without selling out of all business secrets? I think it’s a huge management concern. You agree?
Best Regards
Hans Henrik