Business Blogging webinar just wrapped up. Audio transcript worth revieiwing in archives at www.livemeeting.com Also, content blogged at Coudal's site...excerpts:
Why RSS?Coudal says: use it from your blog to expand your audience. It's a coming thing... growing pretty quickly. Anil Dash: It's growing massively. ... Great complement to notifications via messaging, e-mail, etc.
Why blog software? Coudal; we're not building sites anymore which don't have blog updating as the foundation ... non-technical people then can make revisions on the entire site ...there we won't be many companies that aren't using blog tools for some part of their communication ...
Heather Green came up with a really great description for RSS in her excellent introductory article. She writes in BusinessWeek that really simple syndication is like your online paperboy...
If you're a news junkie, an online auction lover, or someone who wants to know when the latest songs, DVDs, and books are released, here's a technology that's perfect for you. Called Really Simple Syndication (RSS), it lets you pull together a list of Web sites you want to follow. So instead of surfing through The New York Times site for news, going to eBay (EBAY ) to track a particular auction, or checking with Apple's (AAPL ) iTunes to see when a new recording is available, you can get access to all the information through one Web page or download to your computer. The information you get, called a feed, comes to you through a piece of software called a newsreader.
...From a marketing perspective, blogs make perfect sense. They are cheap to produce, immersive and interactive. It's easy to measure their readership and response rates. For small companies, blogs are a quick and dirty promotional tool that cuts out the middleman; for big companies, blogs are a tool of humanization -- an informal, chatty, down-to-earth voice amid the din of bland corporate-speak.
"Government is already rife with chiefs, why not one more? HighBeam Research, Inc. has set the pace by announcing today the appointment of Christopher Locke as Chief Blogging Officer (CBO). Looks like the role of CBO is a pace setter who creates a buzz about the company products and enlists others to blog the cause. Ironically, the announcement came in the form of a (oh, so 20th century) press release." [RSS in Government]
Yes! More ammo for my theme that libraries need to treat blogs like newsletters and devote the same types of resources (time, training, graphic design, staff, etc.) to them. Blogs humanize, and library web sites desperately need some humanizing.
A good argument from Tim Bray atSun that the best way to get for an organization to get into Blogging is with a directive and support from management. "It’s going to have to happen much the same way it did here at Sun: your CEO or COO or whatever is going to have to say Make it happen! and then you work out the details while you’re doing it." This also sets the ground rules (and as I've written in the past removes this is important) so everyone knows what's acceptable and what's not.
There's no doubt that it was easier for us to launch analyst weblogs here at Jupiter because our CEO, Alan Meckler believed in medium and in fact embraced it himself. Which once again begs me to ask the question, Does your CEO blog? and if not, what are you doing about it?
1. Some one associated with the company should have been tracking web and weblog comments with a keyword feed on 'Target'
2. When the first bad buzz started, a Target rep needed to reach out to a couple of the key commentators and let them know what the company was doing to correct the problem. Comment on the post or posts; use a trackback; send emails.
The difficulty was that this all happened over a holiday weekend, when Target's execs were unlikely to be working.
But it's a 24/7 world now, folks -- you can't let negative buzz spread too far too fast, at any time... As Wired said recently (via Radiant Marketing),
"The same thing will happen in business, because people know they don't need to head to branded sites for good information. Bloggers can be trusted to be independent and people will turn to self-published experts for information."
The good news is that the mechanisms to manage the message immediately and remotely are all right here, right now...
Google, which implemented an internal Web log system behind its firewall about 18 months ago, has seen tremendous benefits from it and may in the future consider providing tools and expertise for this purpose to interested clients, a Google executive said.
"...we have seen a lot of different uses of blogs within the firewall: people keeping track of meeting notes, people sharing diagnostics information, people sharing snippets of code, as well as more personal uses, like letting co-workers know what they're thinking about and what they're up to," Goldman said. "It really helps grow the intranet and the internal base of documents."