Corporate Weblogs wachsen nach innen
Posted on February 14, 2006
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Business Week in The Inside Story on Company Blogs:
Instead of public blogs, think about blog technology. That’s the focus for many leading companies around the world. From McDonald’s (MCD) to Cannondale Bicycle, corporations are using the software to revamp internal communications, reach out to suppliers, and remake corporate Intranets. Often the site doesn’t look much different from what it’s replacing. Sometimes there’s nothing particularly bloggy about the results. But these corporate initiatives are interactive and cheap to deploy — making them an attractive form of communication. “Blogs are a way to bring our knowledge together,” says Dave Weick, chief information officer at McDonald’s.
In der Tat sind die Einführungskosten von Blogs gegenüber klassischen CMS Monster ein wichtiger Punkt, nicht nur die einfache Bedienung (user acceptance!!!) und das wird sich weiter herumsprechen:
Why are blogs supplanting traditional corporate Intranets? They’re a snap to set up, and cheap to run. That’s why the blog universe — as counted by Technorati, the leading blog search engine — has tripled to 27 million in the last year. They dwarf the number of personal Web pages, which require more technical expertise.
Aber letztlich ist die Kombination aus niedrigen Einführungskosten und einfacher Bedienung nichts wert, wenn sie keinen Nutzen hätte. Und da spielen Blogs ihre ganze Stärke aus, denn es sind und bleiben Kommunikationstools. Dafür wurden sie geboren und weiterentwickelt:
What’s more, blogs are designed to change daily and — importantly — to receive comments from the public. This means that while traditional corporate Intranets are static, blogs generate conversation…. The first corporate blogger at McDonald’s was Chief Operating Officer Michael Roberts, who launched his internal blog last fall. He used it to spread information through the company’s global operations and receive feedback. Now, according to Weick, McDonald’s is distributing blog access to thousands of employees, who will use them to report on operations at restaurants worldwide.