Emerging Technologies:
Corporate Uses of Blogs
& Social Networks
Group 6:
Megan Ferguson, Viwan Wongviriyawong,
Fan Wang, Curtis Hoette, Waqas Mirza
1
Part 1: Introduction
What is a blog?
What are the contents of blogs?
Types of blogs
Timeline of blog’s history
History and Types SNS
Who are the bloggers?
What and why of Blogging?
RSS
Models to Follow
2
Fun facts
What is a Blog?
• A contraction of the term “We
+ Blog or Web+log = Blog”
• “Nothing more than a
personal web site with
content displayed in reversechronological order”
• "Blog" can also be used as a
verb, meaning to maintain or
add content to a blog.
• Whole of online diaries form
the blogosphere
• Surpasses face to face, phone
call, email, IM etc.
3
Scoble, Robert and Israel, Sheal (2006), Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, John Wiley & Sons, Hoboken.
Angel, Robert and Sexsmith, Joseph (2009), “ Social Networking the View from the C-Suite,” Ivey Business Journal.
What Are the Content of Blogs?
• Commentary or news on a
particular subject
• Personal online diaries
• Texts, pictures, and links to other
blogs Web pages, and other media
related to its topic
• Space for readers to leave
comments in an interactive format
4
http://en.wikipedia.org/wiki/Blog, viewed on Oct 20, 2009
Types of Blogs
Personal Blog
Created by individual and is most
common form
o Passionate and Emotional
o Readers range greatly in number
o “Microblogs” eg. Twitter, Wordpress
o Knowledge Sharing
Accessed through Intranet of Corporation o Availability
o Open Communication free of departmental
and viewed by any employee
boundaries in organization
Internal Corporate Blog
External Corporate Blog
Publicly available blog where company
employees, team members, and
spokspersons share views
o Way to introduce/retire products/services
o Teach company policy
o Reaction to Media and Consumer
o Informal look at company
http://en.wikipedia.org/wiki/Corporate_blog, October 27, 2009
http://en.wikipedia.org/wiki/Blog, viewd October 27, 2009
http://en.wikipedia.org/wiki/Blog , viewed October 27, 209
5
Types of Blogs (Cont’d)
Genre
o Political
o Travel
o Education
o Classical Music
Media Type
o V-Log –video
o Linklog-links
o Sketchlog-Sketches
o Photoblog- photo
o Tumblelog- Shorter posts and mixed media
o Typecast Blog- written on typewriter and scanned
Device
Moblog-written by mobile device or PDA
Search engines
o Amatou
o BlogScope
o Sphere
Communities and
Directories
o BlogCatelog
o MyBlogLog
Blog Platform
o Hosted
oStand Alone
o Art/Music
o Fashion
o Project
o Mom
o Google Blog Search
o IceRocket
o Technorati
6
http://en.wikipedia.org/wiki/Blog, Viewed October 27, 2009
Hall, Starr and Rosenberg, Chad (2009), Get Connected: The Social Networking Toolkit For Business, Entrepreneur Press, Madison.
Timeline of Blog’s History
1994
Justin Hall
creates Justin’s
Link from the
Underground
August 1999
Pyra Labs offers
Blogger
1992
Tim
Berners-Lee
September
2001
Movable
Type
9/11
“Warblogs”
Dec. 17 1997
Jorn Barger
2003
MySpace and FaceBook
2005
Blogs gain popularity
in politics, CBS
anchor Dan Rather
resigns
January 2006
57 million blog
readers
March 2006
Twitter
Jost, Kennth and Hipolit , Melissa J. (2006) “Are Blogs a Passing Fad or Lasting Revoulution,” CQ Researcher, Vol 16., No. 22, pp 505-528
7
http://www.blogherald.com/2005/03/06/a-short-history-of-blogging/ , Viewed October 27,2009
http://en.wikipedia.org/wiki/History_of_blogging_timeline , October 27,2009
Social Network Systems (SNS)
“Web-based services that allow
individuals to (1) construct a public or
semi-public profile within a bounded
system, (2) articulate a list of other users
with whom they share a connection,
and (3) view and traverse their list of
connections and those made by others
within the system. The nature and
nomenclature of these connections may
vary from site to site.”
“ A social network service focuses on
building online communities of people
who share interests and/or activities, or
who are interested in exploring the
interests and activities of others.”
Boyd, Danah M. and Ellison, Nicole B. (2007), “Social Network Sites:Definiton, History, and Scholarship,” Journal of Computer-Mediated Communication
http://en.wikipedia.org/wiki/Social_network_service, Viewed November 2, 2009
Types of SNS
Social Networks
Facebook
MySpace
Hi5
Bebo
Blitztime
Friendster
Xanga
Twitter
Tagged
Professional Networks
LinkedIn
Plaxo
Xing
Social Bookmarking
Digg
Delicious
StumbleUpon
Forums
Meetup
Craigslist
Business Directories
Yelp
CitySearch
Photo, video sharing, and live chat
YouTube
Flickr
Zoominfo
Spoke
Social News
9
Hall, Starr and Rosenberg, Chad (2009), Get Connected: The Social Networking Toolkit For Business, Entrepreneur Press, Madison.
State of the Blogsphere
Technorati blog search engine founded by Dave Sifry. Uses and contributes to Open
source software
Conduct State of the Blogosphere Report analyzes growth and trend in blogosphere
•
•
2009 Penn, Schoen and Berland Associates internet survey 2,828 bloggers
Lijit collected data from 11,000 Lijit publishers and 2.5M blogs they connect to
Hobbyist- blog for fun
Part-timers- blog as income supplement
4%
Self employeds-blog full-time for own co. or organization
Pros-blog full-time for a company or organization
9%
46% blog more now than when started
15%
70% blog to share expertise
53% blog to attract new clients
Hobbyists
Part-Timers
Self-Employeds
72%
Pros
Penn, Schoen and Berland Associates, conducted an Internet survey from September 4-23, 2009 among 2,828 bloggers nationwide. The margin of error for
the survey is +/- 1.84% at the 95% confidence level and larger for subgroups. Lijit collected data for the 2009 State of the Blogosphere report was
from two primary sources. The first is the 11,000 active Lijit publishers that have the Lijit Search Widget installed on their blog. The second is the
network of 2.5M blogs that those 11,000 blogs connect to via their Blogroll and other social network connections tracked by Lijit.
10
http://technorati.com/blogging/article/state-of-the-blogosphere-2009-introduction/ Viewed October 31,2009
Who are the bloggers?
60%
Over2/3
bloggers
86% blog
min. 1yr
11
Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect to
http://technorati.com/blogging/article/day-1-who-are-the-bloggers1/ Viewed October 31, 2009
Who are the bloggers?
Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M
12
blogs they connect to
http://technorati.com/blogging/article/day-1-who-are-the-bloggers1/
Participation in Groundswell Activities
25% read blogs
14% comment on someone
else’s blog
11% publish, maintain, or
update a blog
25% visit SNS
18% add comments to a
page on SNS
13
Charlene, Li and Bernoff, Josh (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press,
Massachusetts.
How Much Time Spent Blogging?
27% of all bloggers
blog1to 3 hrs/ week
Nearly 1 in every 4
corporate bloggers do
so 1 to 3 hrs/week
20% all corporate
bloggers 10 to 40
hrs/week
Larger %blogging >40
hrs than <15
mins/week
Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the
14
network of 2.5M blogs they connect to
http://technorati.com/blogging/article/day-3-the-how-of-blogging1/ Viewed October 31, 2009
Do You Talk About Products/Brands?
70% bloggers talk about
brands
26% of corporate
bloggers blog company
info and gossip
30% of bloggers never
blog about products or
brands
46% of all blog about
brands love or hate
Managers must focus
both on employee and
consumer blogs
Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect
15 to
http://technorati.com/blogging/article/day-4-blogging-revenues-brands-and/page-2/ Viewed October 31,2009
What and Why of Blogging
• Speaking one’s mind
• Sharing expertise and experiences with
family and friends
• Making money or doing business
• “On one hand, a blog may simply be a tool,
but on the other hand, that tool is one of
the most powerful components to emerge
so far in a communications revolution……
The revolution is about the way businesses
communicate, not just with customers but
with their entire constituencies- partners,
vendors, employees, prospects, investors,
and the media.”
Scoble, Robert and Israel, Sheal (2006), Naked Conversations: How Blogs are Changing the Way Businesses Talk with
Customers, John Wiley & Sons, Hoboken.
16
RSS
South
Korea
Japan
5%
0%
Germany
19%
France
24%
United
States
38%
UK
14%
Percentage of online consumers using
RSS
Really Simple Syndication or Rich Site Summary
“RSS is a tool that brings you updates. Instead of
going out to blogs, news sites, auction sites, SNS,
and other sites that you want to monitor, RSS
brings the updated content to you.”
Widgets- “mini applications that connect to the
internet with specific function”
Transmitter- makes a feed or an updated list of
everything new from a site. Eg. Posts from blog,
new photos on Flickr, sports scores
Receiver- RSS reader that organizes ones feeds into
one area or tab. Eg. FeedBurner, Netvibes,
Pageflakes, Google, Yahoo
Mangers must recognize the postives and negatives
or RSS
Figures on chart include consumers who use RSS at least monthly
Charlene, Li and Bernoff, Josh (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press,
Massachusetts.
RSS in Plain English
18
http://www.youtube.com/watch?v=0klgLsSxGsU, Viewed 21 Oct 2009
Top 10 Corporate Blogs
2008
1. Google
2. Adobe
3. Flickr
4. Facebook
5. Yahoo! Search
6. Dell
7. Digg
8. LinkedIn
9. Ask
10. General Motors
Top 10 Corporate Blogs
2009
1. Google
2. Twitter
3. Facebook
4. Yahoo
5. Dell
6. Mint
7. Yahoo! Search
8. LinkedIn
9. Adobe
10. General Motors
http://mariosundar.wordpress.com/2008/05/05/top-15-corporate-blogs-ranked-may-2008/
http://mariosundar.wordpress.com/2009/10/21/over-10-of-all-blogs-are-corporate-what-are-the-top-10/
19
Blog and Social Networking Matching
• I defeated CNN in the race to reach
one million Twitter followers
• “Dude”….my name is Jeff Jarvis and
my blog on BuzzMachine would
forever change this computer
company
• Our company apologized using Twitter
for an advertisement
• We keep track of all celebrity sightings
in LA
• All sports…all the time on our blog
• I apologize to Taylor Swift on my blog
for what I did at the VMAs.
• Our company created Blue Shirt
Nation and gave us a voice
• Hotels, Paris, celebrity blogs, and me.
• I created “blog maverick”
•Mark Cuban
•Best Buy
•TMZ
•Kanye West
•Dell
•Deadspin
•Perez Hilton
•Ashton Kutcher
•Pepsi Co.
20
Part 2: Case Study
How Businesses deal with Negative Blogs
DELL
US Air Force
AOL
How Businesses Create and Welcome
Blogs
GM
Starbucks
Using Social Networks for Business
Purposes
Recruitment Blogs
Microsoft
Interview with Jim Durbin
21
How Businesses Deal with Negative Blogs
Company Examples:
Dell's Blog Link
Air Force's Blog Link
AOL's Blog Link
22
Case Study:
DELL AND JEFF JARVIS
• Jeff Jarvis blogs about news and media on Buzzmachine.com
• Associate Professor and Director of the interactive journalism program at City
University of New York
• Media Columnist for the Guardian
• Consults for media companies
"Jeff Jarvis." Wikipedia, The Free Encyclopedia. 9 Nov 2009, 16:44 UTC. 12 Nov 2009
<http://en.wikipedia.org/w/index.php?title=Jeff_Jarvis&oldid=324863567>.
23
Jarvis Buys a Dell Computer
• Jarvis blogged in the summer of 2005 that:
– Purchased useless in-home service package
– Bought a “Lemon”
– Malfunctioned again after being “repaired”
• Thousands other vented their frustration
– Daily visits to Buzzmachine doubled to more than
10,000
Louise Lee. "Dell: In the Bloghouse. " Business Week (Online) 25 Aug. 2005: ABI/INFORM Trade & Industry, ProQuest. Web. 12 Nov.24
2009.
http://www.micropersuasion.com/2005/12/fun_with_techno.html
Popular Response Was...
…“Dude, get an Apple!”
OUCH!
25
Louise Lee. "Dell: In the Bloghouse. " Business Week (Online) 25 Aug. 2005: ABI/INFORM Trade & Industry, ProQuest. Web. 12 Nov. 2009.
Jarvis on Dell
“Wake Up Corporate America, you are
being watched”, says Jeff Jarvis.
"Wake Up Corporate America, You are being watched". YouTube Video. Youtube.com. Accessed on 20 Oct 2009.<
http://www.youtube.com/watch?v=aIZOW7mIVsk>
26
Dell’s Initial Response
• Do nothing, company
policy was to just “look”
and not reply
• Dell closed its online
customer forum
Impact of Dell’s Actions
• Made matters worse
• Brand reputation &
purchase behaviors took a
hit
Oberkirch, Brian. "Dude You're Getting Dell'd". FastCompant.com 9, Aug 2005. Web. Accessed on 22 Oct
2009.<http://www.fastcompany.com/blog/brian-oberkirch/dude-youre-getting-delld>
27
Strategy Change in 2006
• Dell created two new corporate
communications initiatives
• Incorporated media technology
• Direct2Dell: Dell’s Own Blog
– Blogging included a blog for Dell employees and
Dell’s investors.
By Jeff Jarvis. "DELL LEARNS TO LISTEN :The computer maker takes to the blogosphere to repair its tarnished image. "
Business Week 29 Oct. 2007: ABI/INFORM Global, ProQuest. Web. 12 Nov. 2009.
28
Positive Results for Dell
• Negative online conversation reduced
to 22% from 49%
• Dell launched “Ideastorm” in 2007
• Created a positive relationship
• Dell make a business of it
– Broadcasts discount alerts
By Jeff Jarvis. "DELL LEARNS TO LISTEN :The computer maker takes to the blogosphere to repair its tarnished image. " Business29
Week 29 Oct. 2007: ABI/INFORM Global, ProQuest. Web. 12 Nov. 2009.
Case Study: AOL
KEY PLAYERS:
• AOL
– America Online, LLC
(commonly known as AOL) is
an American global Internet
services and media company
operated by Time Warner
• Vincent Ferrari
– AOL customer, wanting to
cancel his AOL subscription
“
AOL." Wikipedia, The Free Encyclopedia. 9 Nov 2009, 22:44 UTC. 12 Nov 2009
<http://en.wikipedia.org/w/index.php?title=AOL&oldid=324928520>.
30
AOL
Ferrari’s interview on Today’s Show
"Cancel AOL". YouTube Video. Youtube.com. Accessed on 20 Oct
2009.<http://www.youtube.com/watch?v=xmpDSBAh6RY>
31
AOL
• Ferrari called AOL customer
care in June 2006 to cancel
his AOL subscription
• Records the conversation
with customer care
• Uploads the audio file on his
blog
– Vincent Ferrari's Blog
• People empathized with
Vincent Ferrari
32
Keith Dawson. "Your Call Is Not Particularly Important To Us. " Call Center Magazine 1 Oct. 2006: ABI/INFORM Global, ProQuest. Web. 12 Nov. 2009.
US Air Force
US Air Force creates “Counter Blog”
response plan in 2008
PURPOSE:
• Aimed at reacting to negative
opinion about the US government
and Air Force
• Includes a 12 point “Counter
Blogging” flowchart
• Tackles “trolls”, “ragers,”and
“misguided” onlinewriters
Watson, Steve. "Air force creates a counter blog response plan to quell online dissent". Infowars.net. 9 Jan 2009. Accessed on33
22 Oct 2009. <http://www.infowars.net/articles/january2009/090109bloggers.htm>
Air Force Public Affairs Agency
Emerging Technology Division
Air Force Web Posting
Response Assessment
Watson, Steve. "Air force creates a counter blog response plan to quell online dissent". Infowars.net. 9 Jan 2009. Accessed on 22 Oct 2009.
<http://www.infowars.net/articles/january2009/090109bloggers.htm>
34
How Businesses Create and Welcome Blogs
Company Examples:
35
GM Blog
• FastLane Blogs: GM leaders discuss all
aspects of their vehicles.
• The Lab: GM’s Advanced Design team
shares works in progress and community
members give feedback.
• GM Driving Conversations: a blog for
GM leadership in Europe.
• FYI Blog: a blog for GM news,
information and opinion.
• Cadillac Notes: the official blog for
Cadillac.
• ImSaturn: is for Saturn drivers,
employees, fans and enthusiasts.
• Opel Insignia Blog: a blog in German
about the final testing of the new Opel
Insignia.
36
GM Blogs, “Welcome to GM Blogs” Viewed October 18, 2009: http://gmblogs.com
Starbucks Blog
• “My Starbucks Idea” is an online
community dedicated to sharing and
discussing ideas and allowing you to
see how Starbucks is putting top ideas
into action.
My Starbucks Idea
About, Your Ideas You Starbucks (2009) viewed October 18, 2009: http://mystarbucksidea.force.com/apex/ideaAbout
Starbucks Ideas (2009) viewed October 18, 2009: http://mystarbucksidea.force.com/
37
Using Social Networks for Business Purposes
• Social Networking Websites
38
Social Recruitment Survey by Jobsite
• 80% of companies are planning to use social networks
to find or attract candidates in 2009.
A Survey by Jobsite, a Recruitment Solution Providers:
LinkedIn use grew from 80% in 2008 to 95% in 2009
Facebook use grew from 36% in 2008 to 59% in 2009
Twitter ranked third at 42%
Williams, Ray B. “Using Social Networking for Recruitment and Training” (Aug 11, 2009) viewed October 18, 2009:
http://www.psychologytoday.com/blog/wired-success/200908/using-social-networking-recruitment-and-training
39
Recruitment Blogs
Reasons:
• Impact and influence the public image
• Reach a broader audience around the world
• Create a diverse workplace with varied skills and talents
• Build a community e.g. caring, and adding level of
transparency and dialogue
• Add an element of humanity to the hiring process
• Compete in the world of finding the best person to fit each
job
• Offer the employer to enhance its brand visibility and
credibility
40
Hasson, Judi “Blogging for Talent”. HRMagazine, Oct 2007. Vol.52, Iss. 10; pp. 65 (3 pgs) viewed October 20, 2009:
http://proquest.umi.com.ezproxy.umsl.edu/pqdweb?did=1341800951&sid=1&Fmt=3&clientId=45249&RQT=309&VName=PQD
Case Study: Microsoft
“LinkedIn Save Microsoft £60,000 on Recruitment Fees”
How LinkedIn Benefits Microsoft:
• Help Microsoft find 7 out of 9 IT professionals with skills in the rate
Assembly and X86 Software languages.
• Allow Microsoft to save £60,000 on recruitment fees.
• Microsoft was able to source candidates with specialist IT skills from
across Europe.
• LinkedIn allowed Microsoft to contact people in Finland and Romania
where the recruits came from.
41
Flinders, Karl “LinkedIn Save Microsoft £60,000 on Recruitment Fees” (July 2, 2009) viewed October 20, 2009:
http://www.computerweekly.com/Articles/2009/07/02/236748/linkedin-saved-microsoft-60000-on-recruitment-fees.htm
Durbin Media
•Highly specialized social media company that
will help you navigate the waters of blogs,
online communities and the ever-changing
technology landscape.
•Do consulting work for: Budweiser, Southwest
Airlines, Visa, and Verizon.
•James Durbin, VP of Social Media
•Writes a blog titled “StlRecruiting”
42
Durbin, Jim. VP Social Media, Durbin Media, Interviewed via e-mail by Waqas Mirza, 13 Nov 2009
Durbin Media
• What makes a good corporate blog?
– “My view as a consultant is a little different than most.
A good
corporate blog to me is one that enhances an existing department,
boosts sales, cuts costs, or leads to unique research and development
insights.”
• What is the ultimate goal for a blogger in your opinion?
– “Explore your curiosity in a manner that entertains other people, and
then figure out how that improves your business.”
• What do I need to know (as a manager) to get started?
– “Forget everything you think you know about social media. Most
people don't do this for a living, and there is a difference between
personal and business social media. The goals are different, and so are
the expectations.”
Durbin, Jim. VP Social Media, Durbin Media, Interviewed via e-mail by Waqas Mirza, 13 Nov 2009
43
Durbin Media
• What types of companies are best suited for
successful corporate blogging?
– “Those that spend money. Seriously.”
• How can companies benefit from having a corporate
blog?
– “They know more about what they do, because content requires
introspection.”
– “They have an early warning system in place.”
– “Easier control of images and content without layer of IT Department.”
– “Not getting left behind by public and more nimble corporations.”
Durbin, Jim. VP Social Media, Durbin Media, Interviewed via e-mail by Waqas Mirza, 13 Nov 2009
44
Part 3: Lessons for General
Managers
What Kind of Blog?
How Can My Company Do It Right?
Managers and Social Networking
Why Should We Allow It?
General Lessons
45
What Kind of Blog?
• Bottom up (companywide)
• Top-down management
commitment
• Top-down individual
• Top-down group
• Top-down promotion
46
Lee, Sang, et al (2006), “Corporate Blogging Strategies of the Fortune 500 Companies,” Management Decision, Vol. 44, Issue 3, pp. 316.
How Can My Company Do It Right?
• What’s in a name?
• Read blogs
• Keep it simple, keep it
focused
• Demonstrate passion
• Show authority
• Add comments
• Be accessible
• Tell a story
• Be linky
• Use your referrer log
47
Scoble, Robert and Israel, Shel (2006), Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers, Wiley
Groundswell
• Groundswell about
person-person activity
– Be a good listener
– Be patient
– Be opportunistic
– Be flexible
– Be collaborative
– Be humble
48Press.
Li, Charlene and Bernoff, Josh (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School
http://www.gadigal.org.au/Images/groundswell_poster.jpg
Danger Zones
•
•
•
•
•
•
•
Not matching PR image
Leaking financial or confidential information
Disrupting workplace by angering people
Breaking news in advance
Exposing dirty laundry
Creating legal liabilities
Damaging relationships
49
Scoble, Robert and Israel, Shel (2006), Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers, Wiley
Emerging Technology
•
•
•
•
RSS feed
Video blogs
Twitter
Facebook status
updates
Shah, Aarti (2008), “Inside Information - 'Vlogging' offers consistency in reaching an audience”, PR Week (US), pg. 9.
http://en.wikipedia.org/wiki/Rss, viewed October 28, 2009.
http://twitter.com/about, viewed October 28, 2009.
50
Managers and Social Networking
• Most often viewed by employers as a waste of
company time
• Costs “real” money
• Global Secure Systems (GSS) Study
– Social networking sites costs UK firms nearly 6.5
billion pounds of productivity annually
– Bandwidth needs not taken into effect but could
add to cost
51
Pain, Steven (2008). “Networking sites costs firms billions in lost hours”. Birmingham Post pg. 22
Social Networking at the Office
• Deloitte & Touche Study
– 74% of employees believed it would be “easy” to
damage a company’s reputation using social
media
– 53% of employees believed personal sites are
private and should not be viewed by employers
– 60% of executives believe they have a right to
know what employees are posting
52
Unknown Author (2009), “Managing the Web 2.0; Issues facing companies as a result of employees’ online social networking and blogging”,
The Business Times Singapore, October 19, 2009.
How Has Blogging Helped
Business?
63% of corporate
bloggers have
greater visibility in
industry
47% say client
purchases were
direct result of blog
65% say allowed to
be seen as industry
leader
Only 14% say blog
had no effect
53
Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect to
http://technorati.com/blogging/article/day-2-the-what-and-why2/page-2/ viewed October 31, 2009
How Blogs Affect Professional Life?
53% of corporate
bloggers are better
known in the industry
36% of corporate
bloggers say have
greater executive
visibility
16% of corporate
bloggers were
promoted as result
17% see blogs as future
of resumes
54 to
Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect
http://technorati.com/blogging/article/day-2-the-what-and-why2/page-2/ viewed October 31, 2009
Why Should We Allow It?
• Collaboration
– Enhance teamwork
• Improved productivity
– Increase knowledge and problem-solving
• Embrace business efficiency
– Knowledge of customers and suppliers
• Internal networking
– Knowledge of own employees
55
Houghton, Janae (2008). “Face it, that book’s productive”. Sunday Age pg. 3
General Lessons
• Embrace the possibilities of blogs/social sites
and the benefits for your company
• Establish clear boundaries for employees and
allow their input into the process
• If you do it…do it right
• Do not miss out on the next big technology
that could change your company
56
Questions?
57
References
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Scoble, Robert and Israel, Sheal (2006), Naked Conversations: How Blogs are Changing the Way Businesses Talk with
Customers, John Wiley & Sons, Hoboken.
Angel, Robert and Sexsmith, Joseph (2009), “ Social Networking the View from the C-Suite,” Ivey Business Journal.
http://en.wikipedia.org/wiki/Blog, viewed on Oct 20, 2009
http://en.wikipedia.org/wiki/Corporate_blog, October 27, 2009
Hall, Starr and Rosenberg, Chad (2009), Get Connected: The Social Networking Toolkit For Business, Entrepreneur Press,
Madison.
Jost, Kennth and Hipolit , Melissa J. (2006) “Are Blogs a Passing Fad or Lasting Revoulution,” CQ Researcher, Vol 16., No. 22,
pp 505-528
http://www.blogherald.com/2005/03/06/a-short-history-of-blogging/ , Viewed October 27,2009
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