Blogging: ¿Qué quieren las compañías?
Este artículo, aunque breve, toca la situación actual en torno al blogging corporativo y las preocupaciones de las compañías sobre este tema.
Situación actual
1. DESCONOCIMIENTO
Most corporate communications and marketing people – even at technology companies - don’t even know what RSS is.
2. LA IDEA DE NO TENER QUE PREOCUPARSE DE MOMENTO POR EL TEMA...
And until a Wall Street Journal reporter calls the corporate communications director and says “Hey, I read [fill in the blank] about your company in this blog, what’s your response?” they’ll think they’re right.
3. ... aunque SE MANTIENEN OJO AVIZOR
At the same time, they all know something is going on out there on the Web and that they better keep an eye on it.
Preocupaciones de las compañías
Las compañías se muestran reticentes a entrar en la blogosfera debido a:
1. LIABILITY
In our litigious business environment, any public utterance by any corporate representative is fair game for a combative lawyer. This is no small concern. Open-minded in-house lawyers and persistent corporate PR people are working it out one conference call at a time, but this struggle will take place at every corporation.
2. LOVE
Companies are filled with people, and no person likes to see the product they make, the policy they create or the opinions they share lambasted in public by a sharp-tongued blogger. If it’s the blogosphere vs. THE MAN, people at corporations know they’re battling a stereotype, and that’s daunting.
3. SCALING
The blogosphere is about conversations. No corporation has the staff to conduct quality 1:1 conversations with everyone in the blogosphere who may want to communicate with them. They don’t know how much energy and commitment quality participation in the blogosphere will take; jumping in half-way may be worse than not jumping in at all . . .
* Blogging: What do corporations want?, por Charlie, en blogthenticity, Categoría: Why Blog?, el 9 de junio de 2005. Vía: What do corporations want?, por Lisa Poulson (Managing Director, Technology PracticeBurson-Marsteller. San Francisco)
Situación actual
1. DESCONOCIMIENTO
Most corporate communications and marketing people – even at technology companies - don’t even know what RSS is.
2. LA IDEA DE NO TENER QUE PREOCUPARSE DE MOMENTO POR EL TEMA...
And until a Wall Street Journal reporter calls the corporate communications director and says “Hey, I read [fill in the blank] about your company in this blog, what’s your response?” they’ll think they’re right.
3. ... aunque SE MANTIENEN OJO AVIZOR
At the same time, they all know something is going on out there on the Web and that they better keep an eye on it.
Preocupaciones de las compañías
Las compañías se muestran reticentes a entrar en la blogosfera debido a:
1. LIABILITY
In our litigious business environment, any public utterance by any corporate representative is fair game for a combative lawyer. This is no small concern. Open-minded in-house lawyers and persistent corporate PR people are working it out one conference call at a time, but this struggle will take place at every corporation.
2. LOVE
Companies are filled with people, and no person likes to see the product they make, the policy they create or the opinions they share lambasted in public by a sharp-tongued blogger. If it’s the blogosphere vs. THE MAN, people at corporations know they’re battling a stereotype, and that’s daunting.
3. SCALING
The blogosphere is about conversations. No corporation has the staff to conduct quality 1:1 conversations with everyone in the blogosphere who may want to communicate with them. They don’t know how much energy and commitment quality participation in the blogosphere will take; jumping in half-way may be worse than not jumping in at all . . .
* Blogging: What do corporations want?, por Charlie, en blogthenticity, Categoría: Why Blog?, el 9 de junio de 2005. Vía: What do corporations want?, por Lisa Poulson (Managing Director, Technology PracticeBurson-Marsteller. San Francisco)
escrito por Arántzazu F. Rivera at
1:43 p. m.
