Roger Greene

.net: What’s so different about your corporate blog?
Roger Greene: I don’t read many blogs, other than Jonathan Schwartz’s occasionally, and mine was partly inspired by his. I like the individual and personal voice that it gives. For my blog, I like that each entry doesn’t have to be framed in some broader context; they stand on their own, and it’s easy to jump from topic to topic with no transition. My blog also allows me to share my perspective in a way that’s difficult other than in speech. Until podcasts came along, that really limited the audience of speeches. I wonder if we’ll start to see many more corporate podcasts because of that?

.net: Are companies that have a website but don’t blog falling behind?
RG: I would characterise it differently – each company should understand what value blogs have and decide if they’re important to them. It’s too sweeping to imply that all companies should have blogs. Take Microsoft, for example. A few years ago it may have decided that the company was viewed as an inhuman monolith, and therefore it should have corporate bloggers that would comment objectively. Microsoft either allowed or encouraged blogging, most prominently with Robert Scoble, and it’s been widely viewed as a success for its image. It had a problem, and it used blogging to address it.

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