One observation was that I was the closest thing to a mainstream journalist (mediabistro brand vs. independent blogger/agency) at the table, hence the initial reluctance [via Tom Biro, MWW] from my counterparts to dish gossip.
Hardly a smack to my fellow bloggers, I believe their firms are brilliant for first letting them blog, and second, for sending them out in to the world as ambassadors for their firms.
More after the jump:
Without further adieu, this is why my book of the week is “Do It Wrong Quickly; How the Web Changes the Old Marketing Rules” by Mike Moran from IBM. I met Mike at a Cencom lecture (which I hesitated to blog immediately) and was graced with a review copy of his book. It’s chocked endlessly with examples and advice for web marketers. Grab a copy if for no other reason than if you EVER have trouble making a case to launch something new, cite a thought-leader from IBM. Works every time.
When contemplating selecting an employee blogger to be your ambassador, Moran says consider the following (full explanation on pages 300-301):
1) Set out an approval process [i.e. don’t surprise your CEO!]
2) Clarify who’s responsible [company time vs. personal time, adding a disclaimer, etc]
3) Confidential information is off-limits
4) Define proper behavior [copyright & trademark laws, moral terpitude!]
5) Be clear about what’s at stake [what happens to you and your company if you violate 1 through 4]