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.