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More Corporate Blogging

Allan Karl The Digital Tavern  picks up on corporate blogging following the weekend's weak NY Times article.   I hear an underlying cry for retaining  personality in posts through the synthesis rather than cumbersome  staging of the message.  His O'Reilly example reinforces why highly structured corporate blogging is going to destroy creativity and leave posts "flat". 

... corporations need to embrace weblog technologies, methodologies and find a way to create a synergistic relationship with PR, advertising, marketing and internal communications in an effort to leverage and extend the corporate brand while refining and enhancing the voice of the company. Even more, when these blogs can open up the dialog between company and customers, employees and suppliers/partners, then we'll start to see corporate blogs take off.

Let's look to decentralizing the experience.  I'm not sure thinking communications silos will work for corporate blogging.  Rather providing every employee with an RSS feed and enable Kuro5hin type reviews.  Then corporate bloggers build reputation (individually and collectively).  Both are important and reinforce the need for collaboration.  Important posts must not only be projected into the ether (without a corporate rating they are of no consequence) but accelerated around the organization.  Blogs work at the fringe and at the center. 

While the desire is there to take corporate blogging and doing it publically, building brands... I believe in focussing on small team internal blogs first behind firewalls.  Please keep it simple.  Corporates need to crawl first, and the independent blogging by the few will not define "Collective Blogging" or the organization.  Only then will corporate blogging really begin to evolve and embrace "Living the Brand". 

The perceived model for large organization is very different from a smaller private company with 25 to 125 employees.  (Large org  perceptionsmakes the reality harder.) Small operations will "Corporate Blog" first and their speed and stories will build brand equity far faster than the big guys can.  The key difference -- the little entrepreneurs can think dynamic brand communities.  They tell stories and easily adopt a conversational tone. 

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