Quick Links
XML/RSS Feed
Heroes of the People
Our Sister Site
Thought for the Day
There is no question about the future of mobile music. The future of music IS mobile.
Current Location:
In the Hutong: Beijing, straining the air through my teeth.
Archives
Categories
Copyrights and Copylefts
This work is licensed under a Creative Commons Sampling Plus 1.0 License.
Statistics
Total entries in this blog:
Total entries in this category:
Published On: Mar 16, 2007 11:12 AM
Total entries in this category:
Published On: Mar 16, 2007 11:12 AM
Thought Leadership and Blogs
In the Hutong, waiting for the
rain.
Trevor Cook at Jackson Wells Morris in Australia
has released a preliminary
finding from their corporate blogging survey. It appears that while
many companies and executives list "thought leadership" as a priority at the
beginning of the process, that declines in importance - and reality - over time.
Bloggers see themselves as building a
community.
Thought leadership is much easier to establish than sustain, and the temptation to shift to a community format can be high. But both goals have their own value, and both have their own demands. Here are some thoughts:
1. Thought Leadership Blogs don't have to be daily or weekly. One of the joys of RSS and encouraging readers to take an RSS feed is that it eliminates the need to keep the site sticky. If you've got something interesting to say, post it, and it shows up on the feed.
2. If you REALLY need to make your thought leadership blog regular, you have two options. First, intersperse other smart thinkers who influence you with your own entries. Second, bring in guests to post their smartness on your blog. I really like these ideas, and am going to start following them myself.
3. If you want to build a community blog, do it separately. Community blogs are more about conversations than thought leadership. I go to "big thinker" blogs to read smart things, not to watch a moderated discussion. If you need both, do companion blogs - it's a much better approach for your audience.
Thought leadership is much easier to establish than sustain, and the temptation to shift to a community format can be high. But both goals have their own value, and both have their own demands. Here are some thoughts:
1. Thought Leadership Blogs don't have to be daily or weekly. One of the joys of RSS and encouraging readers to take an RSS feed is that it eliminates the need to keep the site sticky. If you've got something interesting to say, post it, and it shows up on the feed.
2. If you REALLY need to make your thought leadership blog regular, you have two options. First, intersperse other smart thinkers who influence you with your own entries. Second, bring in guests to post their smartness on your blog. I really like these ideas, and am going to start following them myself.
3. If you want to build a community blog, do it separately. Community blogs are more about conversations than thought leadership. I go to "big thinker" blogs to read smart things, not to watch a moderated discussion. If you need both, do companion blogs - it's a much better approach for your audience.
Posted: Sun - June 12, 2005 at 02:03 PM