Whitepaper: Corporate group blogging
21publish tries to raise the profile of group blogging for business purposes in their new whitepaper Corporate Group Blogging (pdf). They remind us about the fact that many of the most popular blogs are group blogs: Daily Kos, Boing Boing etc.
"...the value of group business blogs over individual blogs can be summarized as follows:My main objection is that much of it is valid for blogging in general. I would add for example that group blogs create a less risky situation. The blog will (or might, at least) survive even if one blogger find a new job.
- group blogs capture information from real employees and experts and built tighter trust and ties with your constituents
- information on the various blogs making up the group blog is personalized not sanitized like traditional websites
- blogs provide a way to touch base regularly with customers, partners, and prospects
- group blogs can create top of mind awareness and demonstrate thought leadership on certain subjects while reducing the authoring requirements of each individual"
On the downside you can have doubts about the personalities. What if I really like one blogger but can't stand another one? Would the company be better off if I could choose just my favourite? And if I can, aren't we just talking about a corporate blog aggregator?
That said, let me also say that I like many group blogs. Especially when they are true group blogs. Extended social arenas (beyond the sole voice) where a blogger relate to the co-bloggers, discuss with them, even disagree with them.