The Big Blog Company is a British outfit that is spreading the word on blogging. They have a business focus but interestingly they are also working with journalists. Niel McIntosh (Guardian journo and blogger) gives them a big wrap and suggests that London journalists go to their introductory seminars.
One of the interesting things about tBBC is that they approach business blogging with a similar philosophical framework to that of Dan Gilmour and others in their work on journalism and blogging. Here’s an excerpt from tBBC’s “manifesto”:
The Big Blog Company builds on the philosophy of the Cluetrain Manifesto, whose authors have urged companies to regard markets as conversations. The central message is that far from aiding such exchanges between companies and customers, formulaic corporate PR is an obstruction to the process in an era in which sophisticated, internet-savvy and information-rich customers regard slick marketing-speak as something to be filtered out….
Companies that do not join the conversation will soon have no customers to talk to. The internet enables customers to talk about the company amongst themselves, by-passing corporate messages, if they wish to. Allowing employees, the true repository of the company’s value, to join these conversations and communicate directly with customers enhances the company’s credibility and increases its presence in the marketplace.
Weblogs offer a way for companies to reclaim a place in the marketplace conversations using their employees’ credible voices. Blogging helps the company to build a community around it and provide an informal focus for customer loyalty. Blogging is individualistic, customised, and scalable. It originated in individual conversations and is a ground-up, grassroots phenomenon. Technology is changing the modern corporation.
We are at the end of the command and control business world. We are at the beginning of the coordinate and cultivate business world.
“I also want to bring…the understanding that professional journalists have actually learned a few things over the years — things that actually work and we shouldn’t just throw out those things that work as we go into this new era of citizen journalism. We should apply the best lessons from professional journalism — which is not to say replicate it – but to combine the best of the old with that wonderful energy and excitement out there in the grassroots. I think that would be wonderful if I could pull that off.”