Earlier this year, 21Publish released a whitepaper on corporate blog intranets (PDF file). The paper may have been a little before its time, but then I posted an update here, which indicated that I was starting to see trench-level activity in the corporate intranet space.
Today, 21Publish is releasing a whitepaper (PDF file) that I authored on corporate group blogging. Stefan has more to say about the topic of corporate group blogging here.
Like my prior presentation on blogging for non-profits (Powerpoint format and PDF format),
the new corporate group blogging whitepaper is intended to be an
introduction to those wanting to learn more about group blogging. For
this paper, I've set the discussion context around a customer loyalty
framework, which has some different effects in a group blog versus an
individual blog context.
Given the recent survey by PR Week and Burson-Marsteller,
I hope that people find the 21Publish whitepaper and presentation
resources timely. The PR Week article reports two good stats that
managers should be aware of:
- About 59 percent of CEOs surveyed said they find Web logs, or blogs,
useful for internal communications, while 47 percent see them as tools
for communication with external audiences ...
- About 18 percent ... say they plan to host a company blog over the next two years.
Technorati Tags: groupblog, blog, blogging, corporateblogging
Update (11/8/05): Niall Cook and Fredrik Wacka provide some commentary here and here
on the subject of group blogging (btw - thanks for the coverage of
21Publish). I suppose I should clarify that the summary of benefits I
provided early in the paper (of group blogging over individual
blogging) seem to be tripping people up a bit. My fault. Since I
address some of the detailed items of concern later in the paper, the
message at the earlier point in the paper should have been even
higher-level: that group blogs benefit from both concentration of
information and a larger scope of linkages to a company brand. That is,
the underlying arguments for group over individual blogs are opportunities for
better scope and scale - a concept similar to that discussed in core
business/economics strategy frameworks. Not evey one can have the
stature of individual bloggers like Robert Scoble, Seth Godin, or Steve Rubel - group blogs are an alternative.