Brian Oberkirch has a great executive summary of the different approaches companies take to blogging. Most remain attempts to put words out, rather than to open conversations with customers. They need to be reminded of Debbie Weil's key message in The Corporate Blog Book. Companies don't blog. People blog. A key advantage to corporate blogging is the humanization of former monolith's. Reformatting company press releases and restating PowerPoint presentations hav many shortcomings, not the least of which is that they are boring.
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