Many companies believe that weblogs are disruptive technologies. Disruptive technologies are methods, devices or materials that change the competitive standards. These technologies force people to modify their work styles. In 2003 a list of disruptive technology included weblogs. How can a web journal be so disruptive?
What is a weblog or blog? Well, it is a web page that includes someones thoughts, ideas or comments. It is usually short and posted often. You can even sign up to receive these posts by email.
So why all the fuss about these blogs, why are they getting such a bad reputation? Blogs help people to share their thoughts to the world and can be updated often. They have only been around for a few years and it’s affects have been somewhat significant.
Blogs are the real voice of people.
Two features of blogs are that who ever writes them is knowledgeable and passionate and it is written just like someone is talking to you. This marks a shift in business communications.
In the PR process, the end result is typically attractive and expensive and written in boring corporate jargon. The advantage and voice of the professional is lost on others.
Blogs offer a distinct personality. People are curious to find out what will be said next. An important feature of a blog is it creates intense discussions. People are looking for real life examples and stories of what is going on in their industry not a glossed over account.
Blogs are easy to use.
Weblogs are simple enough for people to post articles, read and comment on. People feel like they are part of a community of like-minded persons when they are part of a discussion. It’s even possible to subscribe to receive scheduled postings to the blog. Another reason why they are so popular is because weblogs are inexpensive and they include a variety of content.
Blogs give power to the individual
Blogging is easy and allows the individual to reach thousands within minutes at a low cost.
Blogs also give power to projects and activities
People within a corporation can share their knowledge on a blog. This gives value to a corporation because the knowledge can be organized to improve the worth of various products and services. There is a downside to corporate blobs because content is not easily controlled. Critical comments will be made and should be expected. But if there are good comments it will affect people very much.
Try adapting weblog ideas to newsletters
It’s possible adapt blog technologies to corporate electronic newsletters using the same underlying concepts.
You can:
* Post a minimal amounts of information frequently
* Share content from people who are passionate about their job
* Encourage employees to communicate directly in the e-newsletter
* Make sure your e-newsletter has value and your readers will be happy to get it
Another hint is to gear your e-newsletter towards educating a marketplace not advertising your product, so you don’t put of people.
