Ok - I'm at blogging4business. Come and talk to me if you're interested in internal blogging or blogging full stop - my name is Anu Gupta, and I'm a blogger !
Suw is moderating a panel on blogs and ROI - be interested to see if we get anything beyond what's been out there for a long while.
Julian Smith of JupiterKagan - some stuff about tangible and intangibles - conversation blah blah blah, better search engine listings..blah blah..
Anthony Mayfield - gets asks some hard ROI questions..."don't have all the answers..." surprise surprise. changes to means of production and distribution...personal reputations are more important (WHEN WERE THEY NOT ??!!)
Showed an SNA slide - talking about "connections..." says that it's a good way to show ROI ??!! yup - ROI blurred over again...no surprise there.
Good - let's see what Lee has to say. Ahh - command and control vs fluffy bunny networks...is ROI actually relevant...very hard to measure. New class of software - "the i is small...so the R is easier to feel". Two key concepts - disintermediation and battling against reintermediation..."PR agencies picking up shiny toys...speaking to clients...we will do this for you" .
"The Power of We "
Large companies are not talking about the ROI...but the transformational potential. "If you start blogging on the external interface without doing anything internal, then you're just marketing..start internally."
"The i is people, the R is better people.." - I like that !
Olivier Creche - not a passionate blogger - uses weblogs as a tool for communication.
Suw takes us back to the day, and is talking about measurement - a focus on numbers, page impressions, clicks throughs..."it's not the same as blogging - it's about quality and not quantity - how do you get people to stop thinking about big numbers ?" Antony back on the visual tip...Julian "myopic focus on immediate behavioural response...and it's difficult to move people beyond that. But starting to see a shift away from behavioural to attitudinal...in more sophisticated marketers...branding metrics
How do you measure culture change ? Lee - "culture change isn't a goal..making money is the goal". Separation of internal and external is key...Hugh's porous membranes."
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social media, web 2.0, intranet consulting | anu gupta
Just to clarify my point: When everyone in an organisation didn't have their own printing press personal reputations weren't so important to an organisation's rep. Also, in the past few people had wide audiences for their personal rep unless they were in prominent positions in an organisation. Now everyone with something interesting to say can be heard.
I understand what you're saying, and I think it's about being able to get your reputation more widely known, without needing that direct, physical connection.
For individuals it may even become an imperative or even a necessity to manage their online reputation. To compete and to nurture a personal rep you will need a presence - a blog or a home page at least.