Our first three Blogs of Fire entries demonstrate that the corporate world still has a long, long way to go when it comes to embracing social media. Bite Marks dished up some mouth watering fodder last week. Apparently the Canadian Broadcasting Company likes to control the message still, restricting employees from blogging without supervisor permission. One employee’s response, “now, if you do [write a truly transparent blog], you apparently fall within the scope of this document.”
Let’s get global. India PR points out an ominous Gartner warning on Second Life. “Despite recent publicity about companies staking out territory in Second Life and other virtual worlds, companies that want to protect their brands or reputations should be cautious about operating on such Web sites, research firm Gartner Inc. warned Thursday.” Full story is available at PC World.
This story plus a recent post from Scott Baradell on legal interference demonstrates how lawyers and IT pros can limit a companies brand. Companies must weigh how important it is to be safe versus communicating with their constituents and communities on their terms, where and how they like it. As a CxO or marketer, one must be aware that nothing can happen — legal docs, IT purchases — without a sale.
On the positive side, Toby Bloomberg scored a great interview last week with Jackie Headapohl, editor of Voices of Chrysler. The new blog commemorates the launch of the recently privatized Chrysler. Jackie certainly gets the basic precepts of social media, and I’m sure there’s a great community of Chrysler owners in English speaking countries. It’s exciting to see a well designed initiative like this. So we’ll see how it goes.
Busy week out there… Here’s an unfortunate incident: Men behaving badly, particularly in the comments arena. In a blatant case of misogyny, several men take to task women marketing bloggers trying to set up a top twenty independent PR Power women index. The boys got so bad that Valeria Maltoni had to shut down comments on her post. We’re a big fan of Valeria and some of the other ladies on the list. Let’s hope these guys can get over their angst and see the light.
Brand Curve discusses Didja.com, NBC universal’s all ad video site, an attempt to compete against You-Tube. Brand Curve author Susan Gunelius says, “I’m not sure who would really enjoy an all-advertising website other than marketers.” Good point.
Last, but not least, one of India’s great female bloggers, Priya Shah delivered an outstanding post on how to leverage microblogs to drive traffic, and promote your site. Great work, Priya. Love this tip, “Don’t sell your coverage.” Another gem, “Don’t post the coverage link multiple times.”
Very interesting reporting. Do you think that blogging, on the whole, is taboo? Do you think blogging or the social media has become yet another vehicle to advertise corporate wares? Thank you for your illuminations. I did not realise that blogging could be so complicated.
Thanks, Bonnie. I think the negative press surrounding blogodramas has created a taboo for companies. When I talk with them one on one they are afraid to get in the game. And can you blame them?
Social media is a great place to build a community around an organization. In essence — from a marketing standpoint — it can be the ultimate one-to-one mechanism. But it is a two-way conversation. That requires a paradigm shift from companies.
Do you think blogging or the social media has become yet another vehicle to advertise corporate wares
Well, it’s at least become a vehicle for employees to advertise their own companies, as is evident from this posting, which advises the public to contact a CBC reporter, not through the CBC, but through his private company, and to send equipment for review ti his home address.
Apparently, this is “official” company policy at the CBC.
Elsewhere it would be termed “a conflict of interest”.
The same employee has now started up another enterprise – bathguy.com – that opens the opportunity to get more free products in the mail.
CBC resources link to this page.
Why can’t everyone working at the CBC do this?
Again!
the sentence should read:
advises the public to contact a CBC reporter, not through the CBC, but through his private company, and to send equipment for review ti his home address.
See: http://www.insidethecbc.com/lookingfortech#comments