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How Blogging Can Shift The Power Structure
ompanies, big and small, readers to leave comments
have joined the
blogosphere. Microsoft is According to a survey, people are
blogging, so are General Motors, far more likely to trust “average
Google, IBM and Sun Microsystems. people like me” than to trust
Companies are using blogs to people in authority like the
engage customers and employees as CEOs. Employees are now in
well. Written by employees and in newfound and enviable positions
some instances by CEOs, blogs to either promote or speak
adopt a conversational and against their companies’
engaging tone which make them products, services, policies and
easy reading. Blogging has even positions on important issues.
empowered employees in more ways What is more, people are
than one. A glaring evidence is listening to what these bloggers
employee bloggers, in most cases, are saying. Blogs are a trusted
have shifted the power structure communication medium. The word of
in their favor to establish a a blogger holds much value to a
higher degree of credibility and consumer far more than
influence more than their bosses. traditional marketing and
advertising. By far, word of
Weblogs or blogs for short are mouth is the most trusted form of
personal journals that serve as advertising. This highlights the
sources of commentary, opinion significant role that an employee
and uncensored sources of blogger wields either to boost or
information on a multitude of hinder sales through his blog.
topics. Each new entry called a This just goes to show that
blog post includes numerous links people would rather hear from
to other blogs, news articles, real people talking with real
photos, commentaries, video and experiences than listen to
audio files. Most blogs allow marketing talk.
would lose the ability to have an
Employee blogs have helped open conversation with his
improve the image and reputation readers.
of their companies. One classic
example is Microsoft. Its hottest Robert Scoble’s penchant to
and controversial blogger Robert criticize his employer was put to
Scoble (recently resigned) had the test again when Microsoft CEO
openly criticized Microsoft Steve Ballmer announced the
concerning issues ranging from company’s decision not to back an
quality control to sensitive anti-discrimination bill against
issues. His negative posts on his gays and lesbians. Scoble
blogs called Scobleizer about the disagreed and publicly chastised
MSN Spaces product proved to be a Ballmer in his blog. Ballmer
blessing in disguise for later reversed the decision. A
Microsoft. Readers were all few months before his departure
praises that the company’s from Microsoft, Robert Scoble,
resident blogger would express an again, wrote a harsh critique
opinion that runs counter to the against his employer for shutting
company. As a result, Microsoft’s down the controversial blog of
reputation as a bully and a great Chinese Journalist Zhao Jing. He
monolith was torn down. People accused the MSN Spaces team of
now see a company that is run by Microsoft for “being used as a
actual people who has their best state-run thug”.
interests in mind. Robert Scoble
in defense of his contentious Microsoft is not alone. Yahoo
actions emphasized that blogger Jeremy Zawdony openly
credibility is of utmost scolded his employer in his blog.
importance. If he will only sing He complained about the practice
praises about Microsoft it would of changing users’ home pages
sound like a press release and he during the installation process
of Yahoo software. He wrote in dilemmas. On the other hand, if a
his posting that the action was blog contains nothing but good
insulting and downright public relations posts, few
disrespectful. people will be interested and
will even be doubtful of the
Companies have also seen their veracity of the blog articles.
reputations damaged by
highly-publicized firings of It is a recognized fact that
employee bloggers. Mark Jen was blogs are establishing in the
sacked by Google apparently online world much of the value
because he wrote about his life that traditional public relations
at Google including remarks on bring. As the importance of
the company’s financial corporate bloggers becomes more
performance and future projects evident, so do the corresponding
in his personal blog. Ellen disadvantages. Companies need a
Simonetti, A Delta Air Lines clear-cut policy on how blogging
flight attendant was terminated can be integrated into their
allegedly for posting communication and marketing mix.
inappropriate pictures on her A company needs to set up
blog. The photos showed her in a corporate blogging policies to
skirt and blouse sitting atop the ensure that blogging thrives in a
airplane seats. more controlled and productive
manner. In essence, these
All these incidents bring to the guidelines will lay down the
fore the delicate situations specific rules about what an
corporations that maintain blogs employee blogger is allowed to
and employees that blog are in. blog about. Employee bloggers
Corporate blogs that criticizes have to strictly abide by rules
management or its products or about leaking confidential
services present public relations company information or breaking
federal securities disclosure companies are embracing blogging.
rules. All these are preventive Companies are well aware of the
measures to avoid organizational potential benefits of blogging.
and legal problems such as It is a way to connect with
slander, libel and harassment. customers and partners,
strengthens company unity and
Google has no definitive present a human face to the
guidelines but allows employees world-at-large. These companies
to blog on the assumption that feel that the benefits far
“they are reasonable people”. One outweigh the risks. Blogs are
of Sun Microsystems policy states here to stay and will continue to
that “it is perfectly ok to talk be a reliable communication and
about your work and have a marketing tool. It is and will be
conversation with the community a reliable source of information
but it is not ok to publish the for everybody.
recipe for one of our secret
sauces.” Hill and Knowlton Blogging will definitely change
specified that as a the power structure within any
publicly-owned company, bloggers company. With a blog, an employee
cannot discuss company revenues, blogger, whatever his position in
future plans. the company is can become an
influential person for some
Despite the controversies and the audiences and customers.
risks involved in blogging,
About the Author:
http://www.theinternetone.net
Read more articles by: Danny Wirken
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