If you’ve read the Clue­train Man­i­festo, you know that blog­ging orig­i­nated from people’s burn­ing desire to let their authen­tic voice be heard. Early blog­gers were react­ing against the watered-down, polit­i­cally cor­rect mes­sages they were read­ing in the pub­lic media or writ­ing for their employ­ers.

I’m now start­ing to run into clients who want their employ­ees to be more proac­tively engaged in the blo­gos­phere – active par­tic­i­pants in the inter­ac­tions between the com­pany and its part­ners, or the com­pany and its cus­tomers. It’s a praise­wor­thy goal on the part of these com­pa­nies. It’s chal­leng­ing them to think quite dif­fer­ently about inbound and out­bound com­mu­ni­ca­tions, to revisit cor­po­rate poli­cies, etc., etc.

[Read more…]