The Parameters of Corporate Blogging

As more companies allow blogging by their employees they are adopting useful public communication guidelines. Sun has it right in their Policy on Public Discourse when they encourage employees to speak to the world without management approval but caution that “quality matters” “be interesting” and “write what you know.” Hewlett-Packard encourages technical and executive blogs. A H-P technician learned about the reality of blogging early when he deleted a post with a negative comment and was deluged with protests. He apologized to his audience and re-posted the comment. In the blog world, you’re either in all the way or you’re out, he says he learned. It is a huge cultural shift for large companies to learn that they may be able to control their written materials but in the age of instantaneous two-way communication there are few secrets beyond deep, proprietary information. | See Mark Rose Bio

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