December 30, 2005
“testing a theory of corporate blogging”
From Doc Searls. How come only 4% of Fortune 500 companies have serious blogging cultures?
Ergo: The Fortune 500 Business Blogging Wiki. With a deserved credit to Ross Mayfield.
I used to think that corporate blogging would one day spread like wildfire. But as I get more involved with it and see how disruptive it can be, I can understand how it wouldn’t appeal to corporations. They, like their shareholders, live and die by managing certainty.
And I’m guessing their definition of certainty is far more stringent than mine.
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No guesswork required Hugh – I’d put it another way…control. Yet when you think about this it’s a pretty futile exercise unless you can get close to the business events that shape thinking. This medium does that but presents huge challenges to large organisations.