Comments on: Dell and Other Big Company Blogs: Hiding in Plain Sight

By: B.L. Ochman

B.L. Ochman — Wed, 16 May 2007 15:23:57 +0000

Interesting point, Vincent. Web 2.0 companies can relate more easily to digital natives, the 20 and up group that is the next generation of customers.
It’s also true that if you’ve worked in a big corporation since the 90s, there’s a good chance you’ve totally missed the Internet. How else to explain the legions of managers at conferences who are still trying to find out “what is a blog, exactly?”
It doesn’t take a fortune teller to know, however, that companies still uncomfortable with the “new” technology are going to be playing catchup for years to come.
Then again, it’s ok to be a sheep, as long as you’re a cool sheep.

By: Vincent McBurney

Vincent McBurney — Wed, 16 May 2007 01:10:37 +0000

I think a lot of Web 2.0 companies place the company blog quite prominently but most traditional companies do not.
IBM ran an advertising campaign for a couple weeks where the new employee blog directory was advertised on the IBM landing page as a major banner – but it’s gone now. There is a LOT in the IBM website that cannot be linked from the main page – Developerworks, partner portal, training, certification portal etc. So some things cannot make the cut and IBM Blogs is one of them. Microsoft have made the same decision – no space for a blog link.
Informatica just added a cool blog button. Oracle list a Blog link right alongside Events and News links.
Guess which Fortune 500 company has the most space on the landing page for the corporate blog? Sun Microsystems. No one is going to tell the CEO he can’t have his RSS blog feed on the Sun homepage.

By: B.L. Ochman

B.L. Ochman — Tue, 15 May 2007 18:52:53 +0000

There are many factors involved, not the least of which is that mainstream media still likes to portray bloggers as an unruly lynch mob.
Lewis: I think Michael Dell needs to get actively involved in the blog and the Dell community. His name is on the product, and on the door. But like many other CEOs, he doesn’t appear to think the blogosphere or social media re worth his time. Big mistake because I think he’d be welcomed warmly if he was sincere.
Glenn: My experience with S&P 500 companies shows that there’s still a lot of fear of being one of the pioneers who gets shot.
Nonetheless, they feel like they are between a rock and a hard place because their other great fear is of getting left behind.
Social media has moved beyond blogging, and I think corporations should be looking at community at this point.
There are so few corporate leaders who are interesting as bloggers.

By: Glenn Gow

Glenn Gow — Tue, 15 May 2007 16:15:47 +0000

B.L.,
I agree with some of your comments about Dell in my blog post “Dell’s Web 2.0 Effort Can Do Better”.
At the same time, I give them tremendous credit for experimenting with this new approach. Most large companies are (as you point out) very tentative about exploring this space.
We work with very large companies (and web agencies) to help drive the strategies around this area. Like you, we encourage them to dive in — and to avoid the rocks that might exist under the surface. What we have found is that focusing on your strategy up front is the most valuable step in the whole process. Companies may not get it right the first few times they attempt things, but if they have their strategic objectives clear, then it’s safe to experiment and change as they go along.

By: Lewis Green

Lewis Green — Tue, 15 May 2007 15:47:46 +0000

B.L.,
I have been critical of Dell in the past, but recently reported that Michael Dell’s return as CEO may mean a turnaround for this computer giant. I later wrote about Dell’s blogging efforts (Ushttp://lgbusinesssolutions.typepad.com/solutions_to_grow_your_bu/2007/02/dell_says_talk_.html) and generally agree with you that since their initial efforts to get the word out to other bloggers (that’s how I found out), Dell is not doing a good job promoting their blogs.