If blogging is good enough for Microsoft, it ought to be good enough for your company. Leave a comment if you disagree!
From BW Online | June 28, 2004 | Blogging With The Boss's Blessing:
Increasingly, execs see employee blogs as a way to transform a transaction with a faceless behemoth into a personal relationship with an employee. Blogs are also hyper efficient at driving product innovation. And they create loyal audiences. Once people get hooked, they keep coming back for more. "This is nothing less than revolutionary," says Dave Winer, a fellow at Harvard Law School's Berkman Center for Internet & Society.
It's revolutionary because companies have usually been more concerned with controlling their message than conversing with customers. Blogging changes that by establishing "a connection through real human beings speaking like real human beings, which is something companies have forgotten how to do," says David Weinberger, the Boston-based co-author of The Cluetrain Manifesto.
Microsoft has been one of the biggest evangelists. A year ago, it had about 100 corporate bloggers. Today there are 800. They post pictures of company refrigerators -- there's one that has all Coke and one that has all Pepsi -- and spout off on everything from the death of Boots the cat to renaming Longhorn, Microsoft's long-anticipated new operating system, "Longwait." Indeed, Chairman William H. Gates III is so certain that corporate blogging is the next gold rush in communications that he's practically handing out the pails and shovels by enabling any employee to create a blog within two seconds. Microsoft doesn't train employees in the fine art of blogs, but employees hold meetings to talk about them. The blogs carry disclaimers, but other than that, "our unspoken policy on blogging is: Don't be stupid," says product manager Adam Sohn.
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