Achieving a balance in corporate blogging

Marketing and corporate blogging don't go together? Does that mean I need to change my MBA concentration from marketing to blogging? I'm certain the two can go together--it's the mindset of corporate marketing that needs to change to make companies better able to connect with its customers in this new medium.

If that's the case, where does the Head of Corporate Blogging report in the organization? If corporate blogging doesn't belong in the marketing organization, perhaps it would be better suited in customer service. That would make sense if the goal is to engage with customers so as to improve their experience with the company and products and incorporate their feedback.

What happens, however, if there is some controversial issue and the company wants to control its public response to it? Some articles contend that the company has to be honest and respond to these issues openly. At times (if the company is facing a lawsuit, for example), it may be wise for the corporate blogger to look to the official PR machine of the company for a response or perhaps answer honestly to say, "This is an issue that is being dealt with by our company's legal counsel and therefore I must refer all questions on this topic to them."

This area will evolve within the corporate space as it is embraced by more companies. There will need to be a reasonable balance between openness and honesty and protecting the company image.

What's in it for the innovators?

While sharing and collaboration in a general sense are easier than ever, it is uncertain how they can be applied broadly to aid in research and product development outside the government or public arena.

The concept is appealing--get lots of subject-matter-experts or fanatics to pool their brain power and come up with the next new product innovation. But what do they get for their time and effort? A pat on the back? The right to sit on the sidelines and watch some mega-corporation get even richer off their ideas without personal financial gain while the corporations have no upfront costs? There must be some incentive for the collaborators or they won’t collaborate.

A good example of how to motivate individuals to use their brain power for a common cause can be found in the DARPA network challenge to locate 10 weather balloons placed around the US. MIT, who won the contest, used social networking coupled with a compensation framework for those who contributed to their search. Imagine how many companies could gain if they provide a clear incentive scheme to motivate someone who already has a propensity for innovating and sharing.

Two good (and completely different) articles on social networking

Hi everyone!

I read two articles I found this week about social networking that were completely different but both interesting.

John Soat's article "7 Questions Key To Social Networking Success," Information Week, January 16, 2010 has some really good ideas about social networking in business.

Bob Townsend's article "The Delicious Frugality of 'Clara's Kitchen'," Access Atlanta, January 20, 2010 highlights a 94-year-old woman with a Facebook account, a blog, and a cooking show brought to you courtesy of You Tube (and her grandson who does the filming). It's very interesting not just from a social/historical perspective but also from the social networking perspective, and how popular it's become. I recommend it--it's a quick and easy read.

Networking....to the nth degree

So much reading, so few hours…

I read three articles this week:

A Practical Guide to Social Networks by Rob Cross, Jeanne Liedtka, and Leigh Weiss
The article helped clarify the concept of social networks in a business environment based on tangible positive results achieved by the highlighted organizations. I liked how the article focused on the business goals of the organization first and the use of technology second, as a supplement. This article forces the reader to think beyond the technology.

Missing from the article were examples of less-than-best practices—or examples of companies that tried, failed, and tried again. My natural response is to want to implement some new approaches in my own company. A review of failed attempts would help steer me in the right direction.

A key point that I agree with completely is that in order for a social network to be effective, it has to become a part of the company culture and supported at all levels of the organization. If company executives and managers at all levels do not support this concept or provide the tools and encouragement to make it happen, it will not succeed—especially at large organizations.

The other two articles I read were Clive Thompson on Real-World Social Networks vs. Facebook 'Friends' and Six Degrees of Lois Weisberg by Malcolm Gladwell. Thompson’s article contends that networks are more productive when its members know each other well. This premise, however, is challenged in Gladwell’s thoroughly entertaining article about Lois Weisberg. There are numerous examples of Lois accomplishing things (such as the Gallery 37 project) by reaching out to contacts that are described as “not close at all.” In addition, there are studies cited in which it is revealed that while employees may have found jobs by knowing someone at the company, a further evaluation shows that the 83.4% of those interviewed only occasionally or rarely saw their contacts. The conclusion appears to be that weak ties are more important than strong ones.

I believe there are merits in both conclusions. In my own experience at AU, I have seen where project groups’ interactions have improved as the students have gotten to know each other better. Conversely, I have had experiences where strangers (people connected to my connections on Linked In) have been willing to meet or talk with me. The take away from both articles for me is that networking is an ongoing and evolving process and in order to grow personally and professionally, it must be a regular part of one’s activities.

References:
Cross, Liedtka, and Weiss, “A Practical Guide to Social Networks,” Harvard Business Review, May 2005.
Thompson, Clive, “Clive Thompson on Real-World Social Networks vs. Facebook ‘Friends,’” Wired Magazine: 16.08, July 21, 2008.
Gladwell, Malcolm, “Six Degrees of Lois Weisberg,” The New Yorker, January 11, 1999.

Footy

Future blogs are certain to be more "academically oriented."

Today it's football:

• After Liverpool's sad defeat and lack of energy against Reading, it may be time for Benitez to do the honorable thing and step down.
• ACN: Ivory Coast has to beat Ghana or they may be out of the Cup.
• Chelsea hanging on at the top--go Blues
• Welcome back to Arsenal, Sol!
• And for a "different" kind of football, Go Ravens!

My First Blog Post

Hello!

Step 1 completed--blog created.

I am a student blogging for my class, Social Networking, Social Media, and Web 2.0.

Academic Integrity Pledge:
On my honor, all posts on this blog are my own.