December 30, 2005

“testing a theory of corporate blogging”

1 Comment

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.

One Response to ““testing a theory of corporate blogging””

  1. Dennis Howlett says:
    December 31, 2005 at 3:22 pm

    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.