In this post, written a few days ago, I had mentioned how large organizations benefit from their Corporate Blogging Initiatives, both internal as well as external. It is clear that there are 3 basic reasons — which are rooted in the very nature in which the information flows via blogs — why these initiatives are successful:
1. Viral nature: Information from blogs spread fast and wide without any direct marketing efforts
2. The ability to utilize Social Networks to spread faster and to the intended audience
3. Instant feedback
Observing changes in the way organizations manage their knowledge has interested me of late. I’ve also been spurred by the internal blogs maintained at my workplace. In fact, if the figures are actually true, then having an internal blogging can also help reduce attrition. Personally, i would agree to such a hypothesis, although there is no way to conclusively verify its correctness. Cognizant’s internal blogging community is literally exploding with blogs on topics as inane as puzzles and Calvin ‘n Hobbes to structured Wikis on constructive knowledge-sharing! In fact, Wikis go a long way in satisfying an organizations need for Knowledge Management.
I found an insane number of books on the subject, but going by Amazon.com’s reviews and recommendations, the following seem interesting:
1. Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers — by Blogger and technical evangelist Robert Scoble.
On a lighter note, and while we’re talking about Social Networks and its viral nature (they are not completely unrelated!), closer home there have been a number of Viral Marketing initiatives of late. Read this interesting post on a friend’s blog!