The other day, I had the pleasure of communicating with Stonyfield's Chief Blogger -- a full-time position. I learned why the company's five blogs are important.
First, Stonyfield is a company that is committed to healthy food. That's a refreshing thought in this day and age.
Chris, the Chief Blogger, told me this:
"It's a means of continuing to build relationships with our customers and to 'be real' with them. Blogging is a way to convey a message, engage our consumers in a 'conversation' and to express our corporate personality,"
When it comes to corporate blogging, moooove over because Stonyfield is leading the pack.
The blog, which has no clear purpose specified at this stage, commenced with a post from Erik Collier, Data Engineering Manager, who writes about a recent office move.
In a win for SixApart, the blog is hosted on TypePad. Strangely though, no RSS or Atom feed is evident from the site, although the scripting reveals there are feeds available for those who are willing to literally look beneath the surface for them.
Last night at the Blog Business Summit reception I met Laurie Mayers of Hass MS&L, the PR company who worked with Bob Lutz, Vice Chairman of General Motors, to create the GM FastLane Blog. I learned a little bit from Laura about how the blog works and thought you might be interesed, too.
The blog was result of an ongoing conversation between Hass and GM about blogs. It is run on Movable Type, and Bob Lutz sometimes moblogs using his Blackberry. The company has been pretty happy with all the attention the launch has gotten so far. I love that on the About page GM has indicated their adaption of the Blogger Code of Ethics. I mean, how cool is that?
The blog was a follow to the GM Smallblock Blog, which Hass and GM created as a kind of trial foray into the blogosphere. (more...)
Good, thorough post at Cote's weblog about all the steps involved in blogging from behind the firewall... He walks through how they went from 0 to 80 blogs ; what people blog about; the technical and social issues involved in spreading the flame....
Sun Microsystems' President Jonathan Schwartz is using an unusual tactic in his company's long-simmering feud with IBM. He posted a letter on his personal blog Friday addressed to Big Blue's Chief Executive Officer Sam Palmisano, in which he challenged the computer giant to work harder at making the two firms' product lines compatible. ...
... First, blogging isn't just some trendy, cathartic technology for broadcasting our deepest thoughts to the world, building community, and joining the new age media movement where grassroots journalism could end up threatening media monopolies. Second, every business should consider blogging fundamentals -- particularly the notions of persistence and subscription -- in virtually everything they do.
.....corporate culture will need to change. Provided the capability exists, those who publish information will know when to use a blog versus a tool like e-mail. Ultimately, this could force a sea-change, not just in corporate culture, but also in content management software.
Alex Barnett and Scott Reynolds, via Peter Hoskins, talk about multiple applications for blogging within the enterprise. On the list; leads management, trigger-based and data-mined intelligence, customised report subscriptions, and internal communications.
Strip away the hype, and find a newly useful tool for communication
Forget about all the hype you've heard about blogs (a.k.a. Web logs) as the latest outlet for personal journalism. It turns out they also have a remarkable ability to aid communication in business, whether within internal workgroups or among external chains of suppliers and partners. For an industry such as electronics—where relationships are far-flung and time-to-market pressures require fast communications—blogs can bring a new agility to the workforce... ...
For Sun's Lark, this two-way communication is a key advantage for engineers, working on something as focused as running Java on medical devices, who want to talk to other developers and designers. "You get a lot of insight into how real people think about what we're doing, but it also gives engineers a voice in the market they didn't have before." For instance, with the release of Solaris 10—essentially Sun's open source version of its operating system—Sun's OS developers have been able to respond to concerns from application developers with swift and unfiltered access. Lark adds, "It gives our people a chance to participate in the tribes and communities that are part of our business."