Corporate Blogging

No shortage of opinions on corporate/enterprise blogging. Scott Rosenberg is a skeptic when it comes to corporate blogging. He points out that success in the corporate space is limited to the tech industry and the blogging leaders are clearly Sun and Microsoft. No argument there – Sun’s outward facing effort, as chronicled in several postings by Tim Bray at ongoing, and his most recent, was spearheaded by Jonathan Schwartz. As Tim says, he was a natural – a fast writer, a good message, and an excellent example to follow. Arguably, the most read and most popular blog at Microsoft belongs to Robert Scoble, aka The Scobleizer.

The advantages that Sun and Microsoft have cultivated via the blog are enormous – their competitors now have to operate in the catch-up mode; a very undesirable position, playing catch up.

Tim also talked about the inward and outward facing blogs – and I certainly agree that the outward facing blog is most desirable but I also recognize that not all companies are prepared for the big splash right out of the gate.

So, for some, it’s the internal blog first – like Sabre. Point of disclosure here – we’re one of the companies that Tim Bray is working with by helping us get started. We have installed the system, exposed it to a limited number of Sabre employees to help us work out the kinks, and plan to go company wide sometime after the New Year.

Stay tuned – there will be more to come as appropriate.