Blogging and Email Whitepaper


Who cares about your products or services?  Who cares about your company in general?  No one should care more than your employees and your current customers.  This is why Blogging for business makes so much sense.  It is a practical and logical evolution in business communications for companies of all sizes.

Who cares what my company sells?

You are responsible for being enthusiastic about your company mission, products and services.  If your people are not expressing that enthusiasm, there is an obvious disconnect between your brand and what is being communicated to the customer.  This is a big problem.

By using Blog authoring software and applying Blogging best practices  you will be empowering your employees and creating brand evangelists in the process.  When your employees Blog about delivering solutions to customers, problem solving, or resonating why they love their job, that is incredibly valuable to your business.

With an assertive company Blog policy you will be allowing your valued employees to share their experience, prove their understanding of the product/service, and leverage all of the points of difference that make your company competitive in your given industry.

If you choose the right business Blogging partner you will experience tangible rewards both internally with employees that are being heard, and externally with your message being received by potential customers that would have otherwise been doing business with your competitors. 

If Blogging in this context makes sense for your company, join us at our September Webinar: Bussiness Blogging: The Key to Local  Search  September 17th 1-2 EST

Bu  Who cares?  Answer:  You and your employees do! Take control of your message and get your message working for you in organic search.




We Know Business Blogging.
Take our 60 Second Blogging Challenge, and you will too. Start here


We are not running our businesses in a thriving economy right now, so it is vital to be diligent in actively earning new customers.  If your current model of reaching new customers needs reevaluated and you are considering Blogging you come to the right place.

As you scour the web for Blog best practices, it's important to have a foundational knowledge to know what to look for.  I've compiled a Top 10 list that can serve as a checklist to guide your research. 

1.  Blogging for SEO is VITAL

If content is being generated to drive new business, it must be leveraged to win search in the most powerful way possible.  Time spent during a workday must be invested wisely, and your Blogging tools need to deliver keyword specific ROI from day one.  Having one Blog does not constitute an SEO friendly strategy.

2.  Blogging as a sales tool

True business Blogging can be viewed as a salesperson for search engines.  Whenever you post, keyword relevant content should be winning search and driving new leads for your business.  Picking the most effective keywords is a start to making this a reality.  If you are listed organically in Google before your competitor, you are already one touch point ahead to earning a new client.

3.  Out Blogging competitors

Have a Blogging platform that will not only provide author centric Blogs, but keyword specific Blogs on 20 or more relevant search terms for your business.  Again, having a true business Blogging platform will produce content light years faster than your competitor can.

4.  Control of Blog content

When you have multiple Bloggers for your company make sure there is a centralized point where each new post can be reviewed prior to going live.  This is a must for maintaining brand consistency and delivering the right message to prospects and clients alike.

5.  Blogging consultation

Find a Blogging partner that can provide consistent support to your business Blogging strategy.  Purchasing Blogging software is only the beginning of effectively using Blogs to win search and drive new business.  Having someone on call to make sure that the strategy is being implemented correctly is vital.

6.  User friendly Blog software

This is self explanatory. 

7.  Conversion is key

Find a platform built for conversion. If a qualified lead reads your Blog, make sure they have a next step to act on to build a relationship.  This is a foundational element of successful business Blogging.

8.  Employee engagement

Open the flood gates for employee involvement in Blogging.  If the appropriate admin has been put into place, employees can humanize your marketing through their experiences.  This also further engages your employees in retaining the brand and value proposition of your company.

9.  Content is King

On the web in general, if you produce the highest volume of keyword specific, relevant, fresh, and engaging content you are king.  Blogging is the answer to your prayers.  Especially if you are always struggling to keep your website content fresh.  With business Blogging content can be produced daily and be working for you online.

10.  Content is King

So important I had to list it twice.

As you continue your due diligence on Blogging please check out our white papers and Webinars.  Everyday we are consulting businesses of all sizes on effectively choosing and implementing a Blogging package that will make a sizeable impact on winning search and earning new business.

Our next Webinar is Business Blogging: The Key to Local  Search  September 17th 1-2 EST

Hope to see you there.



We Know Business Blogging.
Take our 60 Second Blogging Challenge, and you will too. Start here


Search Spam Links Linking Compendium Blogware Corporate business blog blogging" When the character of a man is not clear to you, look at his friends"
                                                                Japanese proverb



this is one of my favorite ancient Japanese proverbs (ok... my ONLY Japanese proverb)

So what does this have to do with business blogging and search spam?   A lot.

SEO's often focus on linking strategies as the best way to get a business  optimized in the search engines.  Corporations have many to thousands of keywords that they might wish to target and elaborate linking seems like a quick path to get the results they are looking for.

But, how does the search engine evaluate your "character"?  A big part of it is looking closely at who your friends are.   Those links that come to you are important...and the links that you are giving are important.  If Spammy sites link to you and you link to spammy sites...guess what?  You are judged poorly.   Successful business blogging really requires focus on linking credibitly.  

One aspect of Corporate Blog Hosting Software has to be control over linking.  There are lot's of very real liabilities associated with widespred employee blogging....There are lots of rewards as well, companies just need to mitigate their risk by using an approval process for every post.  Know who you (and your employees) are linking to. It's a blogging best practice and ignorance can have real SEO Ramifications.



We Know Business Blogging.
Take our 60 Second Blogging Challenge, and you will too. Start here


Our implementation manager here at Compendium, Abby, has done an excellent job of graduating several clients this week and we are very excited to see what they can do.

Check out the newest Corporate blogs to Compendium's platform:

  • Data Recovery Specialists: A company that focuses on data recovery and computer forensics.  Their success rate for data recovery is one of the highest in the industry and they offer extremely competitive rates for their services.

  • MediaTile:MediaTile is one of the very few companies in the world that provides a comprehensive, all-in-one digital signage platform that integrates an LCD HD display, media player, network access, and a web-based control system.

  • Roberts Distributors:  Roberts focus is on Photo, Video, Electronics, and Imaging.  They offer comprehensive classes as well as all the equipment needed to make you a pro!

We look forward to great content and although they were not able to get into this month's Blogging Tournament - Content for the Crown, I'm sure they will give the next round of competition a run for their money!





We Know Business Blogging.
Take our 60 Second Blogging Challenge, and you will too. Start here


Question:  Comments – what should I do about them? Should I be accepting all comments or ignoring all comments? Is there a happy middle ground?

Answer: The truth is that having comments on your blog is truly up to the organization that owns the blog however there are several guidelines you should know about.  First of all a blog with no comments at all will look a little suspect to people who understand blogs. It immediately throws up a red flag to the reader that says you’re not interested in two way communication. Even if you’re not going to accept comments you should still have the comment link. By having the link and functionality in place people still have the ability to reach out to you. When someone comments they leave their email address so you will have a way to respond back to them. Finally you can receive some value from an SEO perspective by having comments.

Remember you are in control of approving the comments. If an inappropriate comment is left make sure that you address the comment via email with the individual who left the comment. The most important part to remember is that comments are used for two way communication.  



We Know Business Blogging.
Take our 60 Second Blogging Challenge, and you will too. Start here


One of the most common questions I hear from potential clients is “what should I blog about?”  The obvious responses are to use content you are already creating for press releases, e-mail newsletters, and marketing collateral.  However, last week I experienced a compelling event that I wanted to blog about, which raises the question… is it appropriate to blog about something that I’m personally passionate about on my company’s blog?   I don’t think it’s wise to voice political opinions on your company’s blog site thus there should be a content control layer, but I do believe personal experiences have a place in the corporate blogging world.  After all, people like hearing from other people and get sick of being fed "marketing speak" all the time.  Showing the human side of a company ultimately builds trust.

Last week, I took a long lunch break to rally against puppy mills in Indiana, something I’m very passionate about, and learned that everyday 4-5 million dogs across the country sit in puppy mills, some who have not been out of their small cages for 5-10 years because they only exist to breed.  They are housed in shockingly poor conditions and often lose their hair and teeth due to malnourishment.  The primary way to stop this abuse is to cut the flow of consumer dollars to your local pet store in order to put an end to the vicious cycle that keeps puppy mills profitable.  To learn more, click here.   I want to get the word out, and I can’t think of a better way than to blog.




We Know Business Blogging.
Take our 60 Second Blogging Challenge, and you will too. Start here


Maybe you've seen this new report from Forrester Research, or just heard the buzz about it from MediaPost.

The 5 second overview is this: Fewer companies started corporate blogs in 2007 than in 2006.

Now the interesting parts are this:
  • Who Forrester paid attention to in the study
    • What caused the decline
  • First up, who Forrester paid attention to. Well, that would be Fortune 500 companies. Why is this problematic? Because I don't think that it paints a very accurate picture of what's happening within the business blogging landscape.

    Here's why. Fortune 500 companies a) have huge budgets, which tends to squash creativity and humanization. Why do something like creating corporate weblogs when I can run a commercial that will reach 10 million people all at once? Old habits certainly die hard here.

    b) Fortune 500 companies are the most afraid of blogs. Control and compliance is important to them, and with an increase (someone find this article, because I know it's out there) in employee-related blogging incidents, they're scared. And that fear prevents them from doing blogging the right way.

    Hopefully that's a good start to getting the wheels spinning and not necessearily taking this report at face value. I have a lot more to say on the topic, but I'll be honest. It's 6pm and I need to be somewhere. More tomorrow.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    Yesterday, InfoWorld ran a story on the rise of scripting languages and an interview with Mozilla JavaScript architect Brendan Eich. Both are very worthwhile reads because they provide a nice mix of the state of the art and the historical context of scripting languages.

    Prior to hiring with Compendium about six months ago, I had tinkered with scripting languages largely as side tasks.  The mainstay of my work lie in compiled languages like C, C++, and occasionally some Java. 

    As I sought out new job opportunities both locally and nationally last year, I began to realize that openings for compiled languages were on the decline.  Indeed, a friend of a friend out in the Bay Area advised me last summer with these words:
    In terms of technical skills, C++/Linux is a great foundation, however, there is a caveat. In the SF bay area overall, companies are more likely to use newer technologies for R&D/new development. There is still a lot of support work out there, but I would say the growing trend is to outsource support work, so those jobs are ever decreasing... Also, I would suggest making a larger investment on learning newer technologies, such as Java and other technologies on the LAMP (Linux/Apache/MySQL/PHP, Python, or Perl) stack.
    That turned out to be some very solid advice, even though I wound up staying in Indianapolis.  Here at Compendium, scripting languages like PHP, JavaScript, and Perl are the bread and butter of our day-to-day efforts to build user-friendly blog software.  The transition proved to be pretty smooth because PHP's syntax borrows so heavily from C and C++.  I was lucky in the sense that I was learning the language within a disciplined environment that made sure web apps were developed properly. 

    One of the quotations from the article that jumped out at me was the remark by Andi Gutmans, co-CTO at Zend Technologies.
    "It's very easy to pick up and then it will also scale with your needs," Gutmans explains. "I often call it the Visual Basic of the Web."
    The ease with which the language is learned is a double-edge sword.  On one hand, it flattens the learning curve, but on the other, it gives mediocre programmers enough dynamite to be dangerous. 

    Jeff Atwood at Coding Horror noted as much about a month ago in his bluntly titled blog post "PHP Sucks, But it Doesn't Matter".  Atwood does a pretty good job of surveying the disdain as well as the widespread usage that PHP has managed to garner, but I don't think he quite closes the loop in his analysis.

    Syntactically, PHP is a pretty elegant language.  It steals enough syntax from C++ to be familiar but escapes the hideousness of template meta-programming because a dynamic language doesn't have to worry about how to deal with generics.

    From my own experience the bad reputation of PHP has two origins. 

    The first lies in its original use as a way to embed server-side executable code within an HTML document.  Web programmers latched onto this in droves and abused it, creating websites that did not separate the business, presentation, and application logic cleanly.

    The second sore spot is how PHP has managed to assimilate just about every third party library under the sun.  If you've ever had to install PHP or build it from scratch, you already have a deep appreciation, or at least a healthy fear, of how many optional elements can be integrated into the system.  A lot of times, these APIs are written to parallel the nomenclature of library APIs in C or C++, which makes for inconsistencies.

    Ironically enough, both of these things are probably among the factors that helped speed the adoption of the language.

    What has helped sustain PHP?  Two things come to mind, based on my limited experience.

    For one thing, the PHP development community got Model/View/Controller religion.  Nowadays, there are tens of PHP frameworks designed to help developers employ the MVC design pattern, which helps separate the logics and avoid the ugly code for which PHP became notorious.  Granted, not all of them are of equal quality, and some have already gone dormant.  What's important is that enough developers realized that the old way of doing things was neither sustainable nor scalable.

    The second thing was the under-the-hood change of basing PHP on the Zend engine, which has helped it to achieve performance levels that you might not expect from a dynamic language.

    For all of the speed of development that one achieves with a dynamic language, there is one thing I could live without.  The incredible syntax flexibility of a scripting language like PHP can allow you to create code that is syntactically correct but semantically crazy.

    For example, I recently wrote some code that was intended to build up a string that you could pass on to a logging facility.  It looked something like this:
    $logger_string = 'problem with operation foo '  . 
    $print_r($some_variable, true) . ' some more text';
    The bug in this code was that there should have been no dollar sign in front of print_r. It's a function name, not a variable.  PHP sees this as just fine and dandy, converting $print_r into  function name, provided that the variable name evaluates to a string.  This kind of thing will pass the PHP syntax checker but will cause a fatal error at runtime.  It's similar to the situation where a spell checker won't save you from using mistakenly using a homophone.

    In spite of all of that, I'm happy to be coding with PHP.  Errors like those above are pretty rare.  Moreover, I don't miss having to worry about type declarations and memory management.  In spite of numerous sins of programmers past, I firmly believe that PHP is a great language to build a solid blogging platform. We're already doing that!



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    This past Friday, I traveled to Washington D.C. to take part in BlogPotomac, a casual conference (it took place at the State Theater, host to mostly concerts).

    I took a lot of notes and had every intention of posting while at the conference, but here I am a few days later after a very messy day of travel home.

    Some of the key topics of discussion included:

    1. How do I motivate people in my organization to not only dip their toe into corporate blogging, but consistently fuel the business blogging machine with updated content?

    2. What are the right means of social networking for my business? i.e. There's so much buzz about Second Life, FaceBook, blogging, etc....how do I move forward without trying to do too much, and doing the right things?

    3. How can I track the impact of organizational blogging?

    4. Do I have to have a corporate blogging policy...how can I control content?

    5. If we participate in the blogosphere, what kind of engagement should we expect to see (i.e. comments) based on what others have seen in the past?

    Excellent fodder for several blog posts (perhaps you're wondering about some of the same things), and I have some good quotes from the variety of speakers who took the stage.

    Because I'm excited about these questions, I'm hereby declaring my "How to Evaluate Online Traffic" series over (this is one of the best parts of business blogging -- you have flexibility in what you do or do not want to talk about) because I found out that MidMarketer has a great whitepaper on the topic. Why recreate the wheel?

    A link to the MidMarketer Web Analytics: What to Look at whitepaper is here - they have several other great resources on their site.

    I'll spend my next few blog posts addressing the topics above.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    So I see this today:

    "Social networking sites represent a new mass medium for brand advertising"

    This quote is attributed to
    Seth Goldstein at a talk during the IAB conference.  

    With all apologies to Seth, who I don't know...it's this kind of thing that really reminds me of how much people don't understand what the Social Phenomenon is telling us.

    Advertising as we know it is over.   There is no benefit to Mass Marketing;  in fact it's kind of embarrassing.   People want to deal with people...they trust human beings more than brands or institutions.   They don't want to be 'marketed to'  simply because they happen to be catching up with a friend on a network any more than they want a TV commercial interrupting "The Office".  

    This is why search is so important.   The other Seth (Godin) taught us this lesson back at the turn of the century with Permission Marketing.   Don't try and interrupt me or intercept me....just because I happen to be standing there.

    The customer is in control and will tell us when they have a need for what we do.   How?  They search.   It's so simple....."you vendor.....stand over there."  "When or If I have a need I'll tell you."

    They do this through the search engines.

    Our jobs as marketers now become being really good at listening.   What we can't control is how that person is going to describe their problem.  They could use any of thousands of different keyword phrases to indicate a need fo
    r our solution.   All we have to do is be ready to jump up when summoned.   "Hey, yeah...I can help here!"

    That is blog tools are so important...and why you need to engage everyone on your team in the corporate blogging effort.   Creating lots of relevant content, organizing that content around your strategic keywords, and then having an engagement process that makes
    the searcher happy all lead to a win-win relationship.

    Getting people to play your game isn't the same as doing business. 

    Mass marketing has been dead for years....but like the Subservient Chicken, it just doesn't know it yet.




    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    Social networking is the new craze among individuals and companies on the web.  It is a concept that has been around for a few years, but has truly begun to work for SEO in the past year.  Social media sites such as del.icio.us, StumbleUpon, and Facebook are becoming increasingly popular for many reasons.

    These sites not only provide readers with fantastic, relevant content, but they also give their users linking abilities.  Whereas traditional social media sites used to use linking as spam, todays websites and blogs are doing just the opposite.  Peers are optimizing their linking abilities by sharing them with others and adding additional, relevant links in each page. 

    Social media has many positive features such as time savings because readers can forward pages and add them as favorites for their friends to pick up.  These sites are also quick and easy to build and set up.  They provide the most up to date content out there and can make a particular article, site, or video popular in a matter of days.  Polls seem to be an increasingly successful way of bringing people to a blog or web page.  They give the reader a sense of control and an opportunity to voice their thoughts.

    As you build your blog, or any site on the web for that matter, please remember how important social networking can be.  Use it to your advantage in every way possible and continue to update your content.






    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    Are you wondering the same thing? We hear this question a lot at Compendium, which is why we're currently putting together a quick whitepaper on the subject.

    Having a website isn't enough, and here's why:

    Your website is probably boring, stale (staler than this stale bread)...

    And it doesn't have the things that search engines (and people) want to find.


    That makes it difficult for your site to act as a lead generation tool. 

    That's a bold statement - do I have your attention? Good, then time to explain....

    Your website is where you control your corporate presence. Back in 1999, someone said, "Every company needs to have a website!" and so we marketers all built websites hoping that it would help us be found. A lot of us haven't updated them since. Ask any marketer why that's the reason, and we'll say that it's too hard.

    For those of us who do update our websites, we do it in release cycles. We try not to put too much content on our sites (specifically the homepage) because it interferes with design and usability.

    The problem? An abundance of content is what helps our website get found through the search engines!

    Recency and frequency of content are huge factors in getting your website found when people come searching. It makes sense, right? People want to find fresh recent content online, and search engines want to deliver it. A stale website doesn't get you there.

    Maybe you are thinking, "That's not a problem because I'm going to do a website redesign, and I will put more content on it!"

    Well, it is still a problem. Because another thing that people and search engines want are credible information. When redesigning your site, you will probably tear down content and replace content. You completely miss out on the "age" factor that people and search engines want. Keeping old content around is a good thing, as long as it's supplemented by fresh content.

    I mentioned that your website is probably generic. It's not your fault.

    A lot of us don't have a good idea of what our website visitors want. We try to be all things to all people - need contact info? We've got it. Need to learn more about our products? Sure thing. We try to convey a lot, and in doing so, we make it hard on the visitor, who has to dig and dig and search through our site for what they want.

    By trying to "do it all" on our website, it's hard to be relevant to each specific searcher. That's a major hindrance when it comes to lead generation and conversion.

    It's also hard for a corporate website to convey more than a single personality -- typically that of the marketing department.

    We all know that people buy from people that they like and identify with, yet the only personality we serve up to them is an impersonal, canned one.

    OK, so I've made my points and my hope is that you are now nodding in agreement, saying, "There has to be a better way. My website isn't the end all be all to my online presence. The nature of my website is going to make it very difficult for me to accomplish my lead and demand generation goals."

    What will? Business blogging. Corporate blogging. Blogging for search.  No matter what you call, it's going to help. Stay tuned for my next post to find out how...




    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    CEO and C-level blogging is not credible, post from Compendium BlogwareWow, great article the other day by Cheryl Hall of the Dallas Morning news.  In a story that references Richard Edelman she discusses Corporate Blogging and Trust.   As we discussed, AdAge reported that 20% of the Fortune 500 have blogs.   Almost every one of those blogs are the traditional C-level, Thought Leadership kind of blather.

    Guess what?   The  people don't trust the C-level.   A Company blog strategy needs to include the employees:

    "It's clear that when it comes to traditional authority figures – whether they're chief executives or heads of state – people trust them less," says Mr. Edelman. "Employees are the new credible source of information. We have data that shows an employee blog is five times more credible than a CEO blog – and I say this as a CEO blogger."


    Great insight Richard!

    If you are evaluating blog software for your business or enterprise you need to consider how to incorporate your employees as a whole into the effort.  That is a blogging best practice.   Blog information can't come from the top down, but rather the bottom up.

    Compendium Blogware is a great enterprise blog software to on the one hand empower employee blogging and also put in controls and workflow so Corporations can manage blog posts without squeezing the life out of the content.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    I came across a blog called Voice out of the UK this morning that had a discussion about Business Blogging.  Typical of some of the comments that focused on adoption was this one:

    Do people still see blogs are a indivudual activity instead of a ‘corporate business’ tool? Is that why business are slow to adopt?

    I posted the following reply:

    As the CEO of a software company that focuses only on the Corporate and Business Blogging market. I’d like to take a shot at addressing some of the above comments with regard to adoption.
    One of the big reasons that business has not adopted blogging is that the tools are inadequate. The typical blogging software is designed for the individual “citizen journalist”, not actual businesses.
    Some examples include control and compliance. Corporations have a responsibility and liability to control every syllable of content that appears to be associated with them. We see clients that want to have lot’s of employee and customer involvement but the solutions mentioned offer no method to manage approvals, edits, etc… Forrester cites ‘Fear’ (which means lack of control) as one of the main reasons corporations don’t blog.
    Another huge reason has to do with ROI. If it can’t be measured many organizations find it difficult to justify investment in either time or financial resources.
    Our clients measure ROI on Search Engine Optimization.  As a business software, Compendium includes an analytics package and integrates with other commercially available tools, so that the ROI of blogging becomes clear.
    Additionally, most blogging software organizes content around Authors. This works for journalism, but not for SEO and not for Topic driven business need. Content needs to be organized around keywords based on what people are searching for to be a truly effective business asset.
    Thanks for the post,
    Chris Baggott
    CEO/Co-founder
    Compendium Blogware
    http://www.compendiumblogware.com






    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    Two recent articles, published a day apart, on two seemingly different topics...  One was written by Clay Shirky, an expert on collaboration on the internet... the other written by Bruce Schneier, one of the most respected names in information security.  Shirky wrote about the regulation of media, and Schneier wrote about protecting privacy.  The questions they address in their works are really two sides of the same coin.

    At the heart of the matter is information and what can be done with it.  Information enables actions both benign and malign.  Knowing that that an airline is running a discounted fare promotion when planning travel can help save you some money.  Your credit card number, expiration date, and verification number in the hands of a thief can result in the rapid increase in your debt structure.

    The widespread availability of broadband networks and affordable data storage has given rise to a situation with data that futurists once predicted with fusion and energy.  Transmission and retention of information is almost too cheap to meter.

    Shirky highlights a recent injunction and reversal against wikileaks.org to make a point.  He sums things up by writing:
    There is a tension between freedom of speech in general, and restriction of certain kinds of speech; how can society let people say what they like, while still restricting things like libel or publication of trade secrets? And although the law around these issues hasn't changed, the economics of media have been so transformed that the old legal bargains between freedom and restriction are breaking, and we have no easy way of replacing them.
    Shirky rightly notes that many of the assumptions that gave rise to social contracts like copyright and trade secret law no longer apply, and he doesn't see any easy resolutions to the problem.

    Schneier looks at the flipside of the issue, criticizing the notion of a "Transparent Society", which might be summed up as  "Fine, we'll let Big Brother watch us as long as we get the same ability to watch him."  Schneier bases his argument on the idea that power follows from information, and that relationship might be asymmetric.
    It's not enough to open the efforts to public scrutiny. All aspects of government work best when the relative power between the governors and the governed remains as small as possible -- when liberty is high and control is low. Forced openness in government reduces the relative power differential between the two, and is generally good. Forced openness in laypeople increases the relative power, and is generally bad.
    Shirky and Schneier's pieces are worth reading and pondering, because they go beyond the simplistic notions that lie at the extremes, where you hear blowhards screaming slogans like "information wants to be free" and "ideas need the same level of protection as physical property".

    For information to be usable by humans or machine, it must be recorded (observation) or synthesized (creativity) and then processed.  Getting from there to here is not always easy, and it's not always cheap.  But once that information is in a usable form, it can enable better decisions.

    Technology has made cheap the accumulation and duplication of information, eliminating the barrier of media scarcity that helped sustain the livelihood of those who profited from distributing information.  In a free market, scarcity (lack of supply) applies upward pressure on prices.  When an item can be duplicated cheaply, scarcity decreases.  While distributors have been the most powerful and outspoken lobby on this issue, oftentimes claiming they are doing it to protect those who gathered, dreamed up, and analyzed the information, those other parties have often themselves been shortchanged by the distributors.

    The approach taken by those who benefited from copyright law is to push the idea that information is "intellectual property."  To assert their rights to property,  a whole genre of technology has sprung with the goal of restoring artificial scarcity.  Sometimes referred to as "digital rights management", such products attempt to lock down media so that only those who have authorization from the "owner" of intellectual property can access the media.  Many of these technologies wind up having flaws that make them breakable by talented and determined minds.  Others wind up infringing on the rights of consumers with horribly invasive technologies.

    I've always been uncomfortable with the idea of "information ownership" as a right akin to physical property.  Information duplication is cheap, so it's not something that's of limited supply like water or energy.  If we follow the idea to its logical conclusion, the only way to prevent the "theft" of ideas is to regulate the function of human minds.  Think of it as Big Brother not only watching you but also getting into your head.  It's the kind of power imbalance that Schneier writes about, taken to a whole new level.

    Like Shirky, I don't have a lot of answers to these questions, but I think that whatever resolution emerges should have two components:
    1. Information that could be used to cause real, measurable harm to one's life, liberty, or physical property should be considered personal property, protected from the abuse by government, corporations, and individuals alike.
    2. Copyrights assigned to individuals should be non-transferable.  Individuals can enter into agreements with distributors for a time limited exclusive agreement, subject to renewal upon completion, but the right can't be sole or given away.  This weakens the distributor's incentive to shortchange the the creator and infringe on the privacy of consumers.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    Compendium Blogware CEO Chris Baggott raises a delicate question on his own blog:

    Are Politics appropriate in Corporate Blogs? I don't know the answer to that. I care about stuff beyond our business, I have to assume any Company Blogger also has a bigger view and opinion about a lot of stuff beyond worrying about toeing the line on Blogging Best Practices.

    Part of the goal is to humanize your organization. Humans have opinions. With business blogging they also have a pulpit. I think used responsibly and and with blog authoring software that at least allows some review that an occasional slip into Political or Social corporate blogging is probably a good thing.

    What do you think?

    Chris raises a question that is as difficult to answer as it is valid, so I'll take him up on his challenge and weigh in on the subject with thoughts of my own.

    For a blogging initiative to live up to its potential, the company has to give its employees latitude in choosing post subject matter.  That's what makes a blog authentic.

    The Bill of Rights enshrines a right to freedom of speech, and blogging certainly falls under this rubric.  However, your right to speak freely does not necessarily abridge the right of the market to go elsewhere if it finds your posts offensive.  That's just a corollary that follows from the notion that markets are conversations.  You can't have much hope for an extended, meaningful conversation if you start to make pointed statements that invalidate the reader's point of view.

    As a start, perhaps the guiding principle should be to pick battles carefully.  How relevant is the subject to the company's mission and operation?  Politics cover a broad area that ranges from abstract ideology to practical matters like taxation and regulation.  If an issue has a direct impact on the company, then a corporate blog can serve as down-to-earth channel of clarification and education.

    Suppose the economy is going through some tough times.  Tax revenues are down, and the legislature is considering cutting back on tax credits for research and development.  A company that has benefitted from such a credit might use a series of posts to describe what the credit enabled the company to do and how it will provide a positive results for the state in the future in the form of more jobs and greater tax revenue.  The blog allows company employees to make their case directly to citizens and raise awareness.  Some might even be moved to contact their legislator to register their support.

    We are a country of many interests and outlooks, and all of us have issues that hit closer to home than others.  The sheer size, activity, and energy of the political blogosphere attests to that.  Allowing a blogger to venture into less relevant  political subjects runs the risk of enmeshing the blog within context of some heated arguments.  One link from a highly partisan blog or social network could get your company some attention that you really didn't desire.  The administrative control feature of Compendium Blogware provides a nice preemptive circuit breaker against posts composed in the heat of the moment.

    Having said that, I don't think the answer is to ban all less relevant political commentary from company blogs, which I'm sure that many a risk averse company would be tempted to do reflexively.   Encourage employees instead to be cautious over how they present their stance.  As much as possible, state the position in the positive, rather than the negative.  "I am for X" is better than "I am against Y."  If a positive statement isn't feasible, keep the focus of criticism on ideas, rather than the people behind them.  When you personalize the politics, there is greater risk for vilification, and you run the risk of alienating a sizable portion of the audience.

    I think it also helps to use a persuasive tone.  Rather than categorically dismissing opposing point of view as inherently stupid, dangerous, or downright evil, try to find some common ground and build the case for the correctness of a point of view.  Respectful dissent can go a long way toward winning hearts and minds.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    Over on ZDNet Asia blog B.T.W., Eileen Yu issues a caveat to businesses scrambling to get onto the Web 2.0 bandwagon with corporate blogs and social networking services.
    Getting their employees to post a blog is easy, but companies forget that they'll also then have to get someone to moderate every blog and manage the infrastructure.
    It's a bit like golf, isn't it? I remember how businesses here used to spend thousands of dollars sending their sales teams for golf lessons and signing them up for club memberships. Companies were willing to do all that so their sales staff will be able to network with clients over a game of golf and seal multimillion-dollar contract agreements.
    ...
    Just like they do now with blogs and Facebook, some organizations won't hesitate to jump on every chance they can to cozy up to clients in hopes of signing that mega deal.
    But, blogs and Facebook aren't quite like golf. Web 2.0 tools require more resources to manage and there are other issues to worry about also, such as security risks.
    Businesses thinking about a company blog rollout can benefit by giving Yu's point some serious consideration.  Professional blog software should not only be user-friendly, it should also be easy to set up and administer. 

    Compendium Blogware is a multi-user blogging application that provides built-in administrative control.  And because it is Software as a Service, you don't have to worry about installs and upgrades.  We help you to mitigate many of the costs that Yu brings up in her post.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    There has been some chatter in the web development corner of the blogosphere on the question of whether template engines are necessary

    Those writing the obituary contend that template languages, such as Smarty, were created during a time when website developers didn't have the means to maintain a clean separation between application/business logic and presentation. 

    Frameworks that implement the Model/View/Controller (MVC) design pattern, they argue, provide this separation for free, so page designers can safely lay out their pages in the underlying language.

    The proponents make an interesting argument, and they are probably right if you take into account only those websites that are designed by internal (or very well trusted parties).  But that isn't an all-encompassing assessment because it neglects software-as-a-service (SaaS) applications.

    A flexible web service application needs to provide a way for end users to customize the look of the site, be it a matter of corporate preferences or branding for customer-facing features.  Moreover, customers may demand a high level of control that goes above and beyond a limited bank of radio buttons, input fields and check boxes.

    To satisfy a deeper range of customer needs, you have to provide a fine-grained interface for control.  But if you're the one developing the hosted application, the idea of letting a customer specify this using the language you use internally opens up the possibility of a security nightmare because that language may give the user a high degree of access to the system. 

    A well-designed template language can help protect the application developer's assets while giving the customer the means to accommodate their tastes.

    To be fair, there are many template languages that have the same security issues as a full blown development language, so in that sense, mainstream template engines may well go the way of the buggy whip.  The bottom line is that template languages will still be needed in the SaaS world, but they might be developed in house.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    A couple days ago, Business Week published an update to a story it ran back in May 2005 about the impact of social media on business.  The update is presented as an annotated edition of the original article.  Changes are indicated by highlighted text, and the update information can be summoned by clicking on the information icon (that little circle with a lowercase "i" in it).  It's definitely interesting to see how things have changed and how predictions have panned out.

    One of the more interesting updates touches on a point that is raised by businesses considering blogging.  They ask about the risks of letting their employees blog about company matters.  Here is what the update said:
    Tim Bray, Sun's director of Web technologies, thinks we overstated the risks of company bloggers. He says that 4,000 bloggers at Sun, about 10% of the workforce, have had virtually no problems. And except for a few high-profile cases, like Mark Jen at Google, very few companies have had publicized problems with in-house bloggers. "I think there's a news story in the absence of carnage," he says. Jon Garfunkel responds on Blogspotting that a few punishments and firings could frighten in-house bloggers from "testing the limits"—and lead some of them to produce blog PR.
    Compendium's software helps to manage this ever-so-small risk by providing administrative approval for both posts and comments.  You get blogging benefits without losing the control.



    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here


    I just spend the better part of the morning looking through this wiki list of Fortune 500 Blogs. 

    So...what are my initial thoughts?
    • Check out Coca-Cola's Blog --- as great of a job that Phil does in talking about Coke's history...I wonder what is happening today?  I have to believe that there are hundreds of people within this organization that could provide great insight into the happenings, product developments and changes through a corporate blogging strategy.
    • ING - Asia Pacific has a nice blog going --- but it hasn't been updated since January 7th...a bit disappointing.  With only 2 content contributors at the Director and C-level it is likely these guys don't have the time or make the time to blog regularly...how about leveraging that passionate middle manager?
    • Southwest Airlines has gotten attention for their blog in the past for good reason --- they update regularly, frequently and allow several people within the organization to blog.  Kudos to them!  I wonder how they do the administrative process there?  Check out a full review of the blog here from Mack at The Viral Garden.
    We are growing by leaps and bounds at Compendium as we talk with these large corporations we realize there is a unique set of challenges that these public enterprises face when tackling corporate blogging.  Administrative controls need to be even greater; more keywords need to be won from organic search and the design of the blogs needs to be put completely in the company's hands --- all things we can do and continue to improve upon.  More thoughts from these Fortune 500 blogs coming soon...with only 10% of the companies formally blogging I look for this list to continue to grow as corporate blogging platforms better address the needs of this group.




    We Know Business Blogging.
    Take our 60 Second Blogging Challenge, and you will too. Start here