Australian IT - Blogging the brand (Chris Jenkins, MARCH 14, 2006)

Hey King Frank

iainmcdonald — Tue, 14 Mar 2006 02:10:14 GMT

your title is either king or potentate. never just GM. have a good one, mate.

/i

re: Australian IT - Blogging the brand (Chris Jenkins, MARCH 14, 2006)

chris newlan — Tue, 14 Mar 2006 05:09:05 GMT

Frank,

Interesting comments in The Australian today. I posted the following comments on my newly established blog following today's article, most of which are fairly obvious to bloggers but not the average Australian executive.

Australiais seriously lagging when it comes to corporate blogging when compared to the US. That's why the Telstra experience is so important. If Telstra can demonstrate tangible benefits from blogging other corporates will start to follow.

Courageous executives are needed to lead a push towards more personalised communications both internally and externally. Executives need to empower their companies to be human which may mean hearing things they may not like to hear or admitting error. The flipside is you may capture invaluable feedback from your customers or your staff.

Blogging is just another tool in the communications kitbag. It's one of many - not the only -platforms that delivers a message to the right audience, particularly if you are aiming to get feedback on your company's activities. While beneficial, blogging should not be seen in isolation.

Press releases are rapidly disappearing as the primary means to get our message out there. Scripted messages serve their purpose but open dialogue and debate needs to be further encouraged and embraced by companies.

Companies need to understand the risks and benefits of corporate blogging before diving into the blogosphere. Blogging policies need to be developed and formalised so staff are very clear about what's acceptable and what's not.

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