Leveraging Blogs for Corporate Communications (conference overview)

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Originally posted at http://www.istudio.ca/blogs/archive/2005/12/08/71.aspx 

I always think the best conferences are the ones that leave you with a focused set of questions and great ideas. I have returned to the office from The Canadian Institute’s Leveraging Blogs for Corporate Communications conference with a greater sense of what questions Canadian organizations have about blogs and stronger insight into the major concerns and opportunities. I have compiled a list of some of the motivating factors that dictate why organizations cannot ignore the blogosphere. This is pretty much a summary of my top five conference take-aways for the uninitiated.

  • The blogosphere is all about dialogue and networking. Christopher Barger of IBM explained how the conversation is already underway and there’s probably chatter about your organization. You can choose to get involved or ignore the conversation and possibly suffer the consequences.
  • In my workshop entitled “A Communicator’s Manual to Setting Up and Managing a Corporate Blog”, we discussed that you don’t need a blog in order to get involved. You can converse through blog comments and conversations if your organization is not ready to blog or support such an initiative.
  • Jump in. a tool for corporate communications. As Mitch Joel of Twist Image suggested, you haven’t missed the boat yet, but if you ignore this communications evolution you’ll be out of the loop (and possibly out of a job) faster than you can say “what’s a blog?”. The best way to engage is to set up a blog yourself and learn how it works and how to build your network.
  • Some of Canada’s most prominent journalists including Mark Evans (National Post) and Jack Kapica (The Globe & Mail) are blogging. Others, like Andrew Wahl (Canadian Business) are watching intently. Most media organizations lack a blogging policy. As a result, many journalists blog independent of their publisher but adhere to the ethics of professional journalism.
  • Conversations are dominated by external events and current affairs as so eloquently put by Colin McKay. This reflects the influence of uncontrolled content. Anyone can say anything and it can make it around the world in a matter or minutes. If something is happening in the real world, chances are it’s happening online if full force. At a minimum, monitor what’s going on in the blogosphere because it will never go away. There will always be a record of the good and the bad online.