For review, or to learn how Graeme Thickens ended up "volunteering" to help examine the evolution of business blogging since he wrote his (then) skeptic's view in April 2005:
- Blogs vs. Social Media: Businesses Need Both (intro)
- Part 1 - A Passion for Your Business
- Part 2 - Gossip, Trust, and ROi
Next, Graeme-Apr05 wrote:
3. Business doesn't like doing public experiments. Again, this seems to be one of the favorite recent themes of the hypesters: that businesses should start blathering with their "corporate voice." But mainstream business doesn't let just one person speak for all its interests. And that applies even to the CEO — or, I should say, especially to the CEO in the current climate of ethics lapses and Sarbanes-Oxley.
Don't you just want to shout, THE EXPERIMENT IS OVER?
But no, that would miss Graeme's point ... and the much more important response that public "experimentation" is one of the high-value benefits that businesses are experiencing with blogging and social media. I take Graeme to have meant that traditional-minded businesses prefer learning what their customers want from spreadsheets, carefully chosen focus groups, and scientifically randomized studies. Since then, however, we've seen many examples of corporate blogs being used to ... gasp! ... ask the customers themselves for feedback.