Technology Review's Wade Roush has a short article about employee blogging that offers an interesting data-point on the growth of corporate-approved (if not directly sponsored) blogging.
I think it's safe to say that many companies are still trying to figure out what in the world they're supposed to do with blogs. Some companies have internal blogs, while others have a mix of internal and external ones. (The latter is the Institute's model. We have Future Now; an internal, employees-only blog; and program-related blogs for clients.) But the free-for-all character of blogging is still threatening. Or, as a recent Money/CNN article put it,
On the one hand, corporate managers recognize the power of word-of-mouth as a sales tool. On the other hand, they're acutely aware of the dangers inherent in the rapid and widespread dissemination of company information.
Also muddying the waters are a small but well-publicized number of cases of employees being fired for blogging about work. But as Roush notes, there are at least a few companies who are embracing blogs wholeheartedly:
Many dot-com nostrums are best forgotten, but the idea that honest, unfiltered conversation between companies and customers might actually be good for business lives on—and, in fact, is being embraced by dozens of large firms, from Microsoft to Maytag. To the degree that open conversation does happen, it’s happening largely through weblogs, or blogs....
Most companies are still cautious when it comes to communicating with mainstream media outlets; employees are seldom allowed to speak with journalists without media-relations chaperones. But blogs have emerged as an exception, with more and more companies concluding that the public-relations benefits outweigh the risks. One of those companies is Sun Microsystems, which promotes employee blogging more aggressively than any other technology firm. "Sun’s employees are our most passionate evangelists," says Jonathan Schwartz, Sun’s president and chief operating officer and the author of a company blog read by tens of thousands of visitors every month.... Sun’s Simon Phipps, whose job title is chief technology evangelist, says that researchers and developers can swap more ideas, build better software, and meet customers’ needs faster if they are active in online communities, where blogs play the dual role of soap- and suggestion-box.
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