Corporate blogging is about data transformation from raw form to contextual form (knowledge aka competitive advantage). The ability to consume, distill, synthesize, and disseminate, is how corporations ultimately attain success or failure. Corporate blogging done the right way is just one of many IT based initiatives at the disposal of those corporations that comprehend the potential impact on their bottom and top lines.
Ahh, Doc Searls is covering the Corporate Weblogging thing.
Personally, I think corporate weblogging is a non-event. For instance? Am I a corporate weblogger? I don't think so. I don't have Microsoft's executive blessing for this.
The blessing isn't the point. Corporations have always blogged (or attempted to, they just never called it blogging, or simply lacked cohesive technology to make the concept gel). Every second of the day in any corporation data come in, and goes out (after numerous transformations across a plethora of contexts).
Every corporation knows that it has to create, persist, and disseminate knowledge, and like the Internet, Web, XML, Web Services, and now Blogging, technology is simply catching up in a somewhat standardized form.
Funny, I was talking with my boss's boss today. Vic Gundotra (General Manager of Platform Evangelism). I asked him "so, from a Microsoft's exec point of view, what would you like me to do on my weblog?"
He answered: "I don't want to tell you what to do, because anything I tell you will only screw it up and make it boring."
Oh, you mean like Eric Rudder's weblog? Now I'm in trouble... ;-)
[via The Scobleizer Weblog]
Your boss was right on every count :-)