Moving on from marketing - blogs behind (and between) the firewall

In a brief break from our week of podcasting there are a couple of really interesting things that caught my eye this morning in the organisational blogging stakes.

Firstly this internetnews article puts forward an argument that I’ve been backing for quite some time. Namely that blogging for marketing purposes is ‘OK’ but blogging for organisational communication is ‘EXCELLENT!’.

Add this to the news that Lilia is going to Redmond to research Microsoft blogs (yes, I’m jealous :o) and there seems to be a gradual shift away from the concept of ‘blogs as cheap advertising tools’ towards something far more substantial in terms of internal (and of course external) communication.

New readers might be interested in an article of mine from this May, Centred Communication: Weblogs and aggregation in the organisation.