Monday, January 23, 2006

3 blog dimensions of IBM

3 blog dimensions
of IBM

This just landed in my Gmail inbox as a Google Alert.

I will quote just a little portion of it, where IBM vice president is interviewed.

This article explains the concept of

Relevant Issue Blogging
: you're not selling your expertise, nor any downloads or books or white papers or reports.. are demonstrating your talent, observation powers, and insight, by intelligently discussing topics related to your product, service, company, or industry.

Relevant Issue Blogging is the opposite of Vending Machine Blogging.

Vending Machine Blogging: using a blog to try to directly sell products, services, software, books, reports, membership via hype, ads, and post pollution (sales pitches). This is generally not recommended. It's better to use the blog to showcase your special knowledge, skills, or services...for FREE.

Tiny excerpt from "Blogging is latest tool for IBM: Companies learn about web diaries", as published online at Poughkeepsie Journal dot com.

Article is quoting:

Irving Wladawsky-Berger, VP-Tech Strategy & Innovation, Chief (Top Ranking) Blogger, IBM


Wladawsky-Berger said that even when he writes about technology, what's distinctive is his own perspective.

[VASPERS: I try hard to cultivate a unique style. Bried, unexpected tangents, deep introductions, sudden topic shifting, personal asides about back pain or blog dementia, utopian ravings and dystopian warnings, muscular rhetoric and robo-poetics. Each blogger is different, and should stress what is different, while maintaining a commonality.]

"Even if you're writing about mainframes or you're writing about XML, it's your personal style that comes across. What you choose to write about is which of the contents of your head are you sharing with the world," he said.

Wladawsky-Berger isn't shy about being a public voice for IBM by speaking at conferences and giving interviews in newspapers and magazines, but he was originally reluctant to become a blogger.

"Some people, especially John Patrick, had been urging me to take on blogging, and I always resisted. I wasn't sure who in the world wanted to read anything I had to write," he said. "I looked at it almost as vanity."

What changed Wladawsky-Berger's mind was the growing prominence of blogs in the media as well as IBM's adoption of blogging as a corporate initiative this past May, led by Barger and a group of fellow bloggers in the company.

IBM is approaching blogs from three directions:

  • The company is hosting blogs on topics important to its business, such as video games and health care.

  • IBM is encouraging employees to create blogs for internal consumption on the company intranet.

  • Employees who do blog on the Internet have IBM's blessing — providing they follow some practical guidelines.

  • The rules include identifying yourself as an IBMer if you talk business, not revealing company secrets and stating clearly that your opinions are your own. IBM's guidelines were developed last spring by a team of about 25 bloggers in the company. They get a thumbs-up from Technorati's Sifry.

    "IBM has done a really good job here. It's a very sane document. They talk about being smart about what you're going to blog about," he said.

    IBM created the subject matter blogs as a way to present its people as experts on more than computers — a key strategy as the company's expanding Global Services business means more revenue is derived from dispensing advice rather than technology alone.

    IBM's life sciences team, for instance, participates in a health care blog that discusses issues such as genetics privacy.

    "Getting our folks out there and getting engaged with communities that matter to them, whether it's with other developers or customers, is good for IBM," Barger said. "It isn't just about us sharing our expertise and telling those communities what they want to hear. We learn just as much."


    This is an excellant article.

    It brings out the fact that a blog should be unique, eccentric, unusual, bizarre, outstanding, exemplary, remarkable, astonishing. There are so many look-alike, sound-alike blogs out there, even though many have good role models.

    [signed] steven edward streight aka vaspers the grate

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