How Beautiful it is, and How Easily it can be Broken : Andrew Mc. The Enterprise 2.0 conference took place last week in Boston, and was by all accounts a large success (I am on its advisory board).
If you couldn’t make it, a good way to get an idea of what happened is to do twitter searches on #e2conf (the hashtag for the conference as a whole) and on #e2conf1 through #e2conf49 (I think), which correspond to individual sessions. Many attendees were tweeting diligently throughout the event using the above hashtags, and have also used them to point to their blog posts and other related writings. Also valuable are the conference posts by Oliver Marks, Jessica Lipnack, Bill Ives, Susan Scrupski, and Doug Cornelius. My main contribution was to interview Shawn Dawlin and Chris Keohane, two of the leaders of Lockheed Martin’s highly successful E2.0 deployment. Shawn and Chris did an amazing job. I’m not sure they appreciate how rare this is, especially for a large company in a deeply conservative industry like aerospace and defense.
What do you think? Top 5 corporate blogging mistakes and how to avoid. Like many of you, I regularly follow a bunch of business-related blogs and check out dozens of others each week. Most of the new ones I check out have no value (for me) so I never return. I've been thinking about why I choose to pay attention to a blog vs. just cruise by after a quick check. I've come up with my top 5 corporate blogging mistakes.
These are the mistakes that I see again and again. 1. Start a blog without first following other similar blogs (and commenting on them) Many people start a blog for the wrong reasons. I suggest a 3-step plan to start a blog. 1) Enthusiastic blogger wannabes should follow a bunch of blogs for a month or two. 2) Then begin commenting on blogs for another month or so to "exercise your blog voice" (using someone else's blog real estate). 3) Finally, and only if you have done steps 1 and 2, you will discover what you like to blog about and you should begin your own blog. 2. You must resist the urge to blog about what your company offers. Why Engagement Matters.
Engagement is a word I am hearing more and more these days.
We used to say interact (as in interactive media or advertising). Now we say engage. It all semantics. These words are a recognition that two way is different than one way. I have a friend who is one of the best technology journalists around. I told him I have nothing against the business model per se, I am against the result. This is what two way media is all about. That is why people are trying to measure and use engagement. Robert Scoble has been talking about this lately, particularly as it relates to measuring audiences around videoblogs and podcasts.
My friend Mark has built a service called Infofilter that measures the engagement level for entertainment products (bands, films, tv shows, even politicians). In an initiative conducted by the Advertising Research Foundation, the need for a measurement of engagement is described as the "search for the 21st Century gross rating points.