Chief blogging officer?

Today, 11 percent of Fortune 500 companies have corporate blogs, according to SocialText, but only a handful have a designated chief blogger.

This will certainly change, as more companies embrace the power of social media.

March 2008 marked an inflexion point in Australia. It was the month that people spent more time online than watching TV.

According to AC Nielson, Australians on average spend 13.7 hours online and only 13.3 hours watching TV.  As the eyeballs move from TV screen to PC screen, this marks a change in the way we connect with people within our existing circle of friends and, more importantly, our ability to access and interact with virtual acquaintances who have new ideas, opinions and knowledge that we can leverage in our jobs and our lives.

This is a brave new world and we are yet to understand the opportunities that might flow from digital interactions for organisations and individuals. My interest in Internet communities and how they interact goes back to the early 2000s, when I was at CSC working on global knowledge management communities.

There are many such global communities and social networking sites such as Facebook and MySpace (where I have profiles), Linked In for professional exchanges and Second Life where I have purchased an island for the Australian Information Industry Association (AIIA) and had my own avatar.

I’ve been an active blogger since 2006, at a time when just a handful of business leaders had blogs of any kinds.

While I don’t believe the concept of a ‘chief blogger’ is right for all brands, blogging can offer some companies real benefits: it can humanise a company (like Microsoft), provide transparency (like Dell) or promote a company as a great place to work (like Southwest Airlines).

My blog is my personal views on a range of topics related to talent – the attraction, retention and management and other issues which impact on how people make decisions around jobs, employers and lifestyle. 

More importantly, I am interested in generating discussion and participating in a community conversation about talent management.  So, if you have an idea to share, spark up a conversation.


1 Response so far »

  1. 1

    J. Smith said,

    One of my favourite blogs is by web strategist Jeremiah Owyang, who says that corporate blogging can be the right tool, but only for the right objective. His comments about blogging, and the comments from his vast readership, are very insightful.

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