Blogging in Business Session 10:30

Blogging in Business Session 10:30, Bloggercon II : David Weinberger is not seeing a groundswell of blogging in business. Are businesses not feeling the need to have the voices heard? Maybe they think the millions they are spending is getting the jobs done.

Questions (he asks on the board):

Why aren’t more businesses blogging?
How many are?
Which types, if any?
What stopping them?
Culture, Business case

David asks (he says for the first time) what is the blogging ROI?

Does blogging matter to business?

What does it do to business? Just another way “to market” to customers.

Or is it transformative? (He hopes so).

Someone asks about “Internal Blogs”…within a company.

David gets back to the question: Is blogging sweeping business?

Fear factor: If someone says something on a blog, then when it becomes, “speaking as an institution,” and restrictions will spring up.

Why lawyers don’t blog (or those from large institutional point of view)…convservative nature of law firms means they can’t speak as “individual.”

Fear factor: What I say will come back to haunt me later (i.e., lawyers in a future case citing a past blog post)…

Fear factor: David says, “In the future, we’re all going to be able to embarass each other with a Google search.” Are we going to forgive someone for past transgressions?

Jason Calacanis (of says, “without comments, it’s not a weblog, it’s a publishing platform.”

David asks, “Give examples of businesses really ‘turning over the message’ to the customers.

I say (inarticulately), blogs will give companies the means to engage in the conversations already taking place.

Someone says, “Businesses are going to have to read blogs before they start blogs.

Jason is now explaining how someone from Glaxo (?) responded to blog posts regarding a product. Someone else mentions how Microsoft invests in monitoring usegroups.

Conversation turns to Internal Business Blogs:

Someone says, “Our experience is that employees get more involved in blogs than with forums…reputation building.”

David asks, “anyone seeing any cultural shifts because of blogs?” I’m not really following the answers.

David says, “Blogs tend to shift things back to a 24-hour-basis.” (cycle)

Someone says they implemented a blogging platform for a Pizza Chain (internal)…we’re able to discover quickly some sauce problem on the west coast….Another financial services company client revealed quickly that a new fee sucks w/ customers. “The democratization of knowledge,” David responds.

Great point made by someone: “Internal weblogging has become the platform for what has been promised for years as ‘knowledge management.'”

David says, “People like to ‘publish,’ they don’t like to ‘file.'”