Today’s FT has a mostly accurate piece about the rise of corporate blogging (although it’s sequestered behind the subscription firewall — even greater idiocy than usual in this case).
Mentions are made (and links provided) of Scoble, Jonathan Schwartz and blogs at Macromedia. Sadly, because I think they are atypical, much is made of Macromedia’s very corporate approach to blogs: allowed, but must be about Macromedia products, no straying off theme. This quote from Macromedia senior VP Tom Hale seemed a bit creepy to me: “It’s about hiring the right person who can tread the line between telling the truth and meeting the needs of the company.”
I also don’t approve of this point in a set of recommendations for corporate blogs: “Ensure quality and accuracy: bloggers should be experts in their field and encouraged to write only about what they know.” That reeks of a top-down approach to blogs, where someone in the hierarchy decides who is expert and what they can write about. The major part of value in corporate blogs comes from their bottom-up vitality and disregard for standard judgements about who is entitled to write about what topic.
There’s also a reference to the growth of internal blogs at investment bank Dresdner Kleinwort Wasserstein. DKW has about 120 internal blogs. “We think of it as the open-source marketplace for ideas,” says JP Rangaswami, chief information officer. “It’s potentially a very interesting tool to tap into the social fabric of the company and better understand where knowledge lies.”