Posts Tagged ‘organisation’

Organisational blogging is all about communication

Posted in Communicate / Collaborate on June 1st, 2009 by Leanne Fry – Be the first to comment

It’s the old ‘what am I buying when I go to the hardware’ example. I might look like I’m buying a drill, but what I’m really purchasing is a ‘drilled hole’.

Blogs are a bit like that.  And your company implementation might fail if you don’t address why they are really being used, and what needs to be in place to nurture them.

Westpac-er David Backley, speaking at the Enterprise 2.0 Executive Forum, was candid about web 2.0 initiatives in his organisation. In relation to blogging, he noted that the technology was too new and management too risk averse at the time.

“Parts of the organisation were too scared to put comments in because they didn’t know what the consequences were,” he said.

So that’s all about culture, isn’t it? And the underlying purpose of a blog. Which is to communicate.

So maybe rolling out blogs is a new communication project, not a technology one?

Bloggers on the web have something they want to say (ego), something they want to share (altruistic), or something they want to sell (commercial). They learn by mistakes and the lack of regulation gives them lots of latitude.

Those models might map to people within a business. But in organisations communication is generally divided, deliberately, into formal and informal.

Formal communication within organisations is handled by a skilled team, and there are good reasons for that. They know how to write and they know what to write. They are in tune with those in the organisation who make the news.

Generally, at worker bee level, I communicate with my team, the people I report to, partners, and maybe some customers. Most of that is done face to face, by phone or by email.

But suddenly you are providing me with a blog that not only captures and retains my communication, but gives me a much wider audience? But I may not be given any more communication training about what I should/can/might/shouldn’t say. And I might not have a very receptive audience, especially in these early days.

This is why the implementation of many web 2.0 tools in organisations continues to challenge. A lot needs to be in place before take-up will be successful.