The leading edge of online corporate outreach once was the executive blog. Carefully crafted messages on a range of topics, closely vetted by PR firms, were posted every few weeks, calculated to appear spontaneous and thoughtful. Not surprisingly, many companies learned that customers didn’t find those missives authentic, and they moved toward more dialogue-based tools. Now, with the advent of micro-blogging services like Twitter and Plurk, that leading edge has become more like a pinpoint.
Great to hear about people following KnowledgeBoard on Twitter. It is a great tool for getting our stories out there and getting updates from people interested in knowledge management.
Great to see the conversation around microsizing, a part of the 2.0 space that Twitter, tagging and rating occupy. There are a lot of corporations doing microsized content right and many more that simply aren't participating. That was the point of my comments regarding corporations' discomfort for jumping into this kind of content creation and management.
The big "aha" I'd like to share with the tech crowd is that your efforts can automate and unlock more brand and company truths in authentic, credible and managed ways. I challenge everyone from the CEO, CIO and down the corporate ladder to study your every-day activities that can be unlocked to create "data exhaust" that informs and amplifies more of the truth about your company than less.
For instance, most companies I work with have an incredible commitment to sustainability and provide substantial support to local community charities and causes. As with most acts of good, they're private matters and don't merit a press release. However, if it were fed into a twitter stream or social graph via event photos and tags it would become part of what is discovered about a company through search. How would you unlock this?
The other concept I'd like to share is that of putting a spotlight on those that create good or promote your agenda. A quick Tweet recognizing content or a person along with a link can create more good will and traffic to them, along with the reaction which is also likely to be favorable. I would do this consistently, honestly, transparently and openly, not in a "game" or "link-bait" approach.
Check out H&R Block (http://twitter.com/hrblock) as an example of a corporation doing it right.
Cheers!
Mark Silva
www.marksilva.com
www.twitter.com/marksilva
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Catching the Micro-Blogging Itch, Corporate-Style
Posted by: Kimberly Hill August 11, 2008 06:00 AMThe leading edge of online corporate outreach once was the executive blog. Carefully crafted messages on a range of topics, closely vetted by PR firms, were posted every few weeks, calculated to appear spontaneous and thoughtful. Not surprisingly, many companies learned that customers didn’t find those missives authentic, and they moved toward more dialogue-based tools. Now, with the advent of micro-blogging services like Twitter and Plurk, that leading edge has become more like a pinpoint.
Many thanks,
Louise Druce
Editor, KnowledgeBoard
The big "aha" I'd like to share with the tech crowd is that your efforts can automate and unlock more brand and company truths in authentic, credible and managed ways. I challenge everyone from the CEO, CIO and down the corporate ladder to study your every-day activities that can be unlocked to create "data exhaust" that informs and amplifies more of the truth about your company than less.
For instance, most companies I work with have an incredible commitment to sustainability and provide substantial support to local community charities and causes. As with most acts of good, they're private matters and don't merit a press release. However, if it were fed into a twitter stream or social graph via event photos and tags it would become part of what is discovered about a company through search. How would you unlock this?
The other concept I'd like to share is that of putting a spotlight on those that create good or promote your agenda. A quick Tweet recognizing content or a person along with a link can create more good will and traffic to them, along with the reaction which is also likely to be favorable. I would do this consistently, honestly, transparently and openly, not in a "game" or "link-bait" approach.
Check out H&R Block (http://twitter.com/hrblock) as an example of a corporation doing it right.
Cheers!
Mark Silva
www.marksilva.com
www.twitter.com/marksilva