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    "The fight is never about grapes or lettuce. It is always about people."
    Cesar Chavez




    :: Wednesday, June 30, 2004 ::

    Blogging With The Boss's Blessing Business Week
    Increasingly, execs see employee blogs as a way to transform a transaction with a faceless behemoth into a personal relationship with an employee. Blogs are also hyper efficient at driving product innovation. And they create loyal audiences. Once people get hooked, they keep coming back for more. 'This is nothing less than revolutionary,' says Dave Winer, a fellow at Harvard Law School's Berkman Center for Internet & Society.

    It's revolutionary because companies have usually been more concerned with controlling their message than conversing with customers. Blogging changes that by establishing 'a connection through real human beings speaking like real human beings, which is something companies have forgotten how to do,' says David Weinberger, the Boston-based co-author of The Cluetrain Manifesto.

    Microsoft has been one of the biggest evangelists. A year ago, it had about 100 corporate bloggers. Today there are 800.
  • posted 6:08 AM :: reference link :: 0 comments ::
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