I had the chance to hear Searls speak here at UNC last semester, and I tend to agree with Scoble that "If Doc Searls says it or writes it, believe it." Well, almost. The social scientist in me might modfiy that a little to "If Doc Searls says it or writes it, hypothesize it."
Doc Searls yesterday (2/24/05) on corporate blogging:
- "'Corporate blogging" is so ironic it's nearly an oxymoron. Having a "a system in place to monitor what is being said" seems more consistent with ending a conversation than with starting one.... Blogging is personal. The voices you hear in blogs are personal ones, not corporate ones, even when they serve corporate purposes.Yet companies have character too, just as individuals do. The difference is that companies themselves cannot speak.
I see this as an interesting problem for public relations.
The article Searls cites, "CORPORATE BLOG - PR OPPORTUNITY OR PR NIGHTMARE?," concludes:
- "Although there is some trepidation about the danger of starting a corporate blog, the positive results far outweigh the problems. Companies should take the plunge and start the conversation. Just be aware of the pitfalls and make sure you have all your bases covered."
So just what are these "positive results"?