Quidnuncs Aplenty
That's the beauty of blogs: they get people involved. Indeed, blogging took off when programmers started developing Web publishing tools that practically anybody could master. Today, scores of vendors offer blogging software and services, including Google, Movable Type, and UserLand.
While putting up blogs is easy, finding enough material to keep them fresh can be a pain. "Blogging in general needs attention in order to keep postings current and to respond to input from the community," says Microsoft's Parthasarathy. While Stonyfield turned its blogs over to a full-time writer, most companies rely on rank-and-file employees to generate content. Generally, businesses have little problem finding workers who are willing to pen a blog. In fact, the task often confers a bit of celebrity. "People have a natural desire to be heard, and blogging enables that," says Chris Shipley, editorial director of Guidewire Group, a Las Vegas-based company that presents blog training events and trade shows.
Stonyfield's blogs are crammed with human-interest stories, nutrition tips, and strong opinions on issues ranging from personal health to politics. "The more outrageous the headlines are, the more people comment on them," says Toomey. "We don't expect everyone to agree with us on everything we do."
Putting a muzzle on blog posters can be tricky stuff, however, particularly if it's the CEO's blog. Experts also point out that visitors to Web logs are often won over by the frankness of an executive's opinions, not the opinions themselves. Notes Rick Bruner, a New York-based Internet marketing consultant: "Blogs are a way to remind customers that there are human beings behind the corporation," not just fabrications created by the marketing and legal departments.
Frank and Buried
Still, marketing and legal departments do have their place. As corporate managers start putting more of their innermost thoughts online, they're rediscovering the downside of unfettered disclosure. More than one business has inadvertently revealed information that might have been best left unblogged. "It's not a risk-free medium," grants Shipley. "Companies that use blog tools must really have a tremendous amount of courage and trust in their people."
A few companies have already created guidelines that spell out what an employee may, and may not, include in a blog. Staff who cross the line — whether that line is delineated in a corporate policy or not — often find themselves looking for work. Microsoft, for example, reportedly fired a contract worker whose blog included a photograph of Apple computers being unloaded at the Microsoft campus. And in August, community-builder dot-com Friendster apparently axed an employee who posted some fairly benign comments about the company on her blog.
The episode generated a heap of bad publicity for Friendster — not surprising given that the company is in the social-networking business. Nevertheless, a growing number of corporate executives believe blogs are well worth the gamble. "It's a little bit scary for us here at Sun now that the number of employees speaking independently to the world is over 650 and climbing fast," says Bray. "But we wouldn't consider going back for a microsecond."
If they did, there'd probably be a blog about it the next day.
John Edwards is a freelance writer based in Gilbert, Arizona.
Who Let the Blogs Out?
Blogs have become a big part of the virtual landscape. Note that 8% of the survey respondents have posted material to corporate Web logs.
17% have posted written material on Websites
13% maintain their own Websites
10% have posted comments to an online newsgroup
8% have contributed material to Websites run by their business
7% have contributed material to Websites run by organizations
Source: PEW Internet & American Life Project
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