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November 28, 2005

Enterprise Blogs as Content Management

This week's Gilbane Conference on Content  Management will feature a number of sessions related to Blogs, Wikis and RSS as tools for collaboration, knowledge management, and publishing applications in corporate environments.  

Coincidentally, this week's HBS Working Knowledge from Harvard Business School includes a terrific article: Does Your Company Belong in the Blogosphere?  According to HBS, corporate blogging is catching on, providing a low cost way to:
  • Influence the public "conversation" about your company
  • Enhance brand visibility and credibility
  • Achieve customer intimacy
HBS makes a few good points about how to keep a corporate weblog effective. From the article: 
  1. Have a distinct focus and goal.  Companies need to think about the objectives of their blog.  You need to set expectations very carefully as to what a corporate blog is going to be about. People will expect you to discuss everything about your company, but you need to stay on topic as explained and introduced," says Michael Wiley, the director of new media at GM.

  2. Feature an authentic voice. "Don't let the PR department write your blog. Bloggers will sniff it out, and when they do, you will lose all credibility," says consultant Debbie Weil, creator of the BlogWrite for CEOs blog.

  3. Be open to comment. If you don't want to hear from your customers and critics in a public environment, don't blog.
Finally, HBS WK closes with a great final word:

Advises Pete Blackshaw of Intelliseek, a marketing intelligence firm: "If your legal department requires three weeks' review time before you turn around a posting for your blog, you are not a good candidate for blogging.

These points will be a great complement to the discussions happening in Boston this week at Gilbane.

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Listed below are links to weblogs that reference 'Enterprise Blogs as Content Management' from learningAPI.com: Media and Learning Technology - Larry Bouthillier.
Enterprise Blogs and Wikis - Reaching Out to Your
Excerpt: Blogging can be invaluable when reaching out to clients and establishing a more intimate relationship with them. This finding applies to governments too - by establishing a more direct contact with the public they serve.
Weblog: Information Management Now!
Tracked: December 11, 2005 09:32 PM