My point exactly: BusinessWeek writes that corporate blogging is an internal rather than external communications channel. And not only that — the “bloggers” don’t even know they’re blogging.
It may not seem like they’re blogging. They’re simply using software to send information. Sometimes they do it from remote Internet cafs. In time, they’ll be able to file from cell phones. But each mailing, technically, is a blog post. And the program will expand to a host of Cannondale staffers and affiliates. “We’re transferring our corporate content management system to blogs,” Maurice says.
I believe this is a glimpse of the future. It’s not necessarily the future many early bloggers long for. Blogging have until now been a very conscious act. We are deliberately (trying to be) open, we speak in a personal voice with an informal style because we see that as part of the format’s great benefits. And because we want to, of course.
But if someone is just publishing, there is nothing to suggest that their style would be any different from whatever content people have produced for intranets for years. Content that is all but personal, informal, open-minded.
My conclusion? None, yet. But if the conversation and the informality is disconnected from the blog tool as such it might actually be a good thing. The important aspect is after all that we — organisations in general — become more humanised and that needs to go beyond a few active bloggers. We should speak with a human voice everywhere.
Fredrik Wacka is the author and founder of the popular CorporateBlogging.Info blog which is a guide to business and corporate blogging.
Visit Fredrik Wacka’s blog: CorporateBlogging.Info.
