Successful Blog

Jonathan Schwartz, CEO, Expert Corporate Blogger

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CEO of Sun Microsystems

I’m sure that Jonathan Schwartz has plenty to do. After all, he’s CEO of Sun Microsystems, traveling the world and talking to the media comes with the job — not to mention running that Fortune 500 company. When he took on the role, people wondered whether he would continue his other role as writer of Jonathan’s Blog.

His answer was a lengthy post that said emphatically, “YES.”

That’s because Jonathan Schwartz, CEO of Sun Microsystems gets what blogging is about. In fact, he takes his blog to the state of the art in corporate blogging. If you’re working with new corporate bloggers or are one yourself, this is the blog to watch. [Read more…]

New Internet & MSM Page

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Internet & Mainstream Media

Every little while a story will appear in the Mainstream Media about the Internet or Blogging that calls out to me. It calls either because it’s being touted as one thing when it’s another, or because it tells a story that invites analysis of a kind that I enjoy. They stories have tended to build on each other over time.

Internet and WiFi

April 25 Do You Trust Congress and AT&T to Run the Internet?

April 24 Net Neutrality Is in Jeopardy

March 18 Saving the Net–Doc Searls & Walter Cronkite

March 03 Who’s Reading Your Comments?

February 19 Chicago Goes Wi-Fi . . . What Does that Mean to Business?

Mainstream Media

April 22 If He’s a Pulitzer Winner, Call Me a Citizen Journalist

April 09 The Headline’s NOT the Story

March 15 Who’s a Citizen Journalist?

March 15 Financial Times Debate On–Should Old Media Embrace New?

March 12 Edelman Aces PR, NY Times Fails Research

March10 Tom Glocer Don’t Spin Stories to My Friends

March 07 Looking in the Right Direction — The MSM Isn’t. Are You?

March 06 Why MSM Are Afraid of Blogs–and Should Be

Blogs

March 03 Blogs: The New Black in Corporate Communication

February 28 Blogs Aren’t Mini-Websites. They’re Powerful Tools

Who’s Reading Your Comments?

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Who’s Listening?

Washingtonpost.com Blog Buzz Article screenshot

You’re looking for a new TV. . . . You’re not certain whether you want Hi-Def or plasma screen. You decide to research it online. You find a few blogs and forums. You start reading, asking questions, making comments about the TV that you have now.

You’re a saavy Internet user. You know that not all you read will be true–that some folks will be talking without knowing anything, and some will be there to just sell you. You also know that what you say will stay where you wrote it long after you leave it behind.

But did you know that sophisticated software could be picking up your comments, evaluating them, and sending that information back to the manufacturer? Blogging, list serve, and forum comments have become a predictor of consumer trends.

The comments are particularly valuable for measuring customer sentiment because they’re gut-level and spontaneous. “Internet word of mouth is extremely important,” said Steve Rubel, a marketing expert and senior vice president at Edelman public relations. “You see what the most vocal consumers have to say about you and about your competitors — and they’re saying it without necessarily knowing you’re watching them.” –from Washingtonpost.com Blog Buzz Helps Companies Catch Trends in the Making, March 3, 2006

It was inevitable.

Nielsen Ratings? No Nielsen BuzzMetrics

In a merger that took place last week, BuzzMetrics joined with Intelliseek to form Nielsen BuzzMetrics. The new enterprise uses trawling software to collect, sort, and evaluate consumer comments to a level of sophistication that allows an overall rank of positive or negative, with details that to the other way. An example of that might be

I’m totally sold on the new plasma screen by Company K, but I worry about their customer service.

Neilsen Buzzmetrics Pull Quote

Neilsen BuzzMetrics captures hundreds of thousands of comments daily. They are literally tracking word of mouth–well, word of keyword as mouth proxy. The data is sorted, compiled to meet specific job parameters, and trends are plotted for client companies.

What Does This Mean?

As with any new technology, it’s only as smart as the people who use it. As with any data tool, the art is in how you choose to sort and interpret it.

  • This new process could mean that consumer companies will start doing things that need to get done, because consumer issues will come to light.
  • It could mean companies will hear faster and move faster when they have a customer base that is unhappy with them.
  • It could mean that customer service would happen and companies will be more profitable–the economy could improve for everyone.

OR

  • Companies could let the software make decision for them.
  • We could end up with even more “sit-com,” one-size-fits-all consumer solutions than we have already.

What I See

If you think about it, this is hi-tech version of a poll or a focus group and as such, it carries the same values and pitfalls. I can’t help but think about a court transcript that might read like this:

Policeman: May I have permission to search your car?
Driver: Oh yeah, that’s what I want.

Without context, it’s not certain whether the driver’s answer is a “Yes, please do.” or a “Not on your life.”

The leaders who know what to take and what to leave from a Nielsen BuzzMetrics report will make great gains. Those who blindly follow the numbers will be as lost as they were before.

The good news for small business is that trend, if it becomes the norm, provides one more temptation for big companies to be looking in the wrong direction–to be getting overly-involved with discussing the data rather than taking what they need and moving on.

While big companies are playing with this new toy that brings everything down to numbers. Small enterprises can channel their energy into building brands based on innovating and strong relationships with real people–their customers.

Business is relationships not numbers. No matter how you compile, sort, and plot it. If you don’t understand the people who are talking, it’s awfully hard to tell which words are important and which words don’t mean a thing.

–ME “Liz” Strauss

Related articles:
Blogs Aren’t Mini-Websites. They’re Powerful Tools.
Business, Blogs, and Niche-Brand Marketing
Chicago Goes Wi-Fi . . . What Does that Mean to Business?
Marketing Strategy ala Mickey Mouse

Blogs: The New Black in Corporate Communication

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PART 2 IN A SERIES

BusinessWeekonline Logo

. . . Has the blogging sensation passed corporations by?

Not by a long shot. Instead of public blogs, think about blog technology. That’s the focus for many leading companies around the world. From McDonald’s (MCD ) to Cannondale Bicycle, corporations are using the software to revamp internal communications, reach out to suppliers, and remake corporate Intranets. Often the site doesn’t look much different from what it’s replacing. Sometimes there’s nothing particularly bloggy about the results.

But these corporate initiatives are interactive and cheap to deploy — making them an attractive form of communication. “Blogs are a way to bring our knowledge together,” says Dave Weick, chief information officer at McDonald’s. –Stephen Baker, Business Week Online, The Inside Story on Company Blogs

Who Said Blogging Has to Be Public? We might not find many Fortune 500 blogs on the Internet. That doesn’t mean that Fortune 500 companies don’t have them. It means that we’re not invited to their private party. Corporations are taking advantage of blogging technology inside their firewalls.

Move Over Website, Bye-Bye Intranet

Blog technology is slowly overtaking the traditional website and Intranet structure at some corporations. Why is that?

  • Blogs are low in cost to set up and less expensive to maintain.
  • Blogs require less technical expertise.
  • Blogs offer a sophisticated content management system that’s meant to be updated daily. They invite communication.
  • Blogs are interactive. They allow relationships to form between people.
  • Folks can blog from their desk, their home, the local coffeeshop, even their telephone.

Like employees from another era, websites and Intranets constantly need to be brought up to speed. Blogs have the right skillset for today’s knowledge-based enterprise–they’re innovative, fast, accessible, and made for constant changing . . . and they can be as beautiful as any website. What’s not to like? I’d hire one.

Communication in Every Direction

Ever heard the saying, We’re all 100% responsible for communication? Blog software is being used to make 100% communication happen in almost every direction.

  • Blogs are carrying on conversations between management and employees that allow them to get to know each other as people.
  • Blogs are providing safe storage and collection of team project information, so that the entire team can literally be “on the same page.”
  • Blogs are connecting vendors with buyers, replacing fax machines, messy email inboxes. and lost correspondence.
  • Blogs are establishing and maintaining unprecedented information flow between field reps and home office folks, drawing companies together.
  • Blogs are ensuring everyone in a group has access to the same information at the same time in the same way from almost any point on the planet.

Choose your options. You can have any color as long as it’s blog technology.

Why Do We Need to Know This?

Rare is the person who doesn’t already do business with, work for, or buy from a company who is already using blogs in these ways. It’s reasonable to think that a Fortune 500 company that has made any step toward putting a public blog online has experimented with internal blogging. Think–McDonalds.

The Internet website and company Intranet are quickly becoming just so . . . old hat.

If we want to be invited to the party, we need to dress the part, know the culture, and speak the language. We need to be prepared as vendors, consultants, customers, and employees. We need to factor in this data when we think about where we fit. How does this change the way I interact with companies? How might this information affect my brand, my business, or my life in general?

For this black tie party, blogging technology is definitely the new black.

The world is getting smaller. I’m starting to think there really is only one party.

If I’ve got this wrong, please set me straight. I’ll listen. I’m the nice one.

–ME “Liz” Strauss

Related articles:
Blogs Aren’t Mini-Websites. They’re Powerful Tools.
Business, Blogs, and Niche-Brand Marketing
Chicago Goes Wi-Fi . . . What Does that Mean to Business?
Related articles:
Marketing Strategy ala Mickey Mouse

Blogs Aren’t Mini-Websites. They’re Powerful Tools.

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PART 1 IN A SERIES

Personal Computers as Tools

In Companies
When personal computers first became standardized and affordable, and software for using them was readily available, it wasn’t that long before they were sitting in every office. The ability to push rote tasks down to the lowest level has always been a strength of an effective business. Taking advantage of computers to do that–calculate spreadsheets, retype and revise documents, generate mailing lists–was an immediate no brainer for business folks focused on productivity. It wasn’t long before Information Management and IT became terms, then whole departments.

Personal computers changed how we work. They changed how we organized information, how we stored it, and share it, and even how we thought about it. Businesses–some more quickly than others–recognized that the computer was a tool of great value.

In American K-12 Schools
Schools, on the other hand, didn’t see the computer as a tool. They saw it as a subject, a class called Computer. Its highest honor was the day it replaced the class in touch typing. Even now in some prestigious New England high schools, the college prep strand kids still only officially see computers in the mandatory class called, “Computer Applications.”

It’s worth saying again. Schools don’t see computers as tools–like pencils and paper and textbooks or desks. Granted this a is gross generalization, but as an entity, Amercian K-12 schools can’t see past the contraption to take full advantage of its uses. The problem is not one of resources; it’s one of not enough folks feeling the need for them.

Blogs as Tools

Now companies and the mass media are acting like schools did. They see the physical blog and not the uses for it. They stop at the idea of what they think a blog is. Just as the school who sees computers as another subject, companies often see the contraption–blogs as another form of website, possibly as a way to do viral marketing.

We’re all missing that blogs are technology too.

The beauty of blogs is they are a flexible tool. The technology allows them to be that website and so much more–intranet, team project site, email replacement, advertising platform, billboard, company picnic, conduit to ideas, real connection to customers.

What Every Company and School Should Know

What most non-bloggers should know is that the number of both public and private blogs will continue to grow. They will outnumber websites based solely the fact that the expertise required to run a blog makes it inevitable. Small businesses start blogs because they already know that blogs are more flexible–can do more things, more easily, more quickly, and for much lower start up costs.

We owe it to our readers and our customers to to let them know that a blog isn’t just a poor person’s website.

If you want to add value to a business relationship, share that information with someone who needs it.

Let’s talk about how many ways blogs can be used. What do you see when you look at your blog as a tool?

–ME “Liz” Strauss

Related articles:
Part 2–Blogs: The New Black in Corporate Communication
Business, Blogs, and Niche-Brand Marketing
Chicago Goes Wi-Fi . . . What Does that Mean to Business?
Marketing Strategy ala Mickey Mouse