The introductory speaker is Michael Gartenberg, VP and Research Director for Jupiter Research.
Michael asks: "Why Weblogs?"
- Rapid communications
- Rapid feedback
- Getting the message across
- Extend the brand to new audiences
He asked the question of Jupiter management and the debate was furious because Jupiter isn't used to giving away content. Still, in a short time, they've had quantifiable results: clients have said they renewed because of Jupiter weblogs. Microsoft Monitor is an example of a research line with a companion weblog
There's a gap between perception and reality. Michael says this is the perception:
- Lack of Ethos
- Lack of Value
- Creates web noise (redirects Google)
- Ego driven publishing
He claims that the reality is different:
- First hand expertise You have a business forum in the speaker's own voice
- Traditional publishing is ego driven as well
- Opportunity for direct contact with audience
- Customer centric communication
- A "no-spin" zone
Michael, referring to the scene in the Graduate where Dustin Hoffman is told to go into plastics, asks are weblogs the new "plastics?"
- There's lots of hype, but that's OK.
- Easy way to get internal visibility
- Easy way to get external visibility
- Easy way to get fired
No one every got into trouble by keeping their mouth shut---weblogs are the antithesis to that maxim. With that, Michael offers up a few keys for corporate weblogs:
- Keep it modest at first
- Go internal before you go external
- Ask permission, not forgiveness Adding a disclaimer isn't enough.
- Who should blog? Everyone with something to say
- Blog early and blog often
- There are differences between corporate weblogs and personal weblogs
- In general, keep the cheesecake recipes offline.
Perhaps the most important thing that I heard in this talk: Love is a better master than duty.