September 2007


Gone are the days of one way memos and letters from companies to customers; ushered in is an era of two way communication and consumer feedback. This has become the crux of the internet revolution.

Scoble and Israel’s Naked Conversations tap into the online phenomenon of blogging for business. According to the authors, businesses can benefit exceptionally from this method of communication.

Scoble and Israel list six pillars of successful blogging:

  1. Publishable: the consumer has the ability and freedom to publish their voice
  2. Conversational/social: a two-way method of creating and sustaining a dialogue
  3. Findable: the information on the blog is indexed in search engines
  4. Viral/Shareable: making things shareworthy; information that is spread through multiple blogs
  5. Syndicatable: RSS friendly
  6. Linkable: the ability to link to other bloggers

SpreadFirefox, or SFX, is a great example of taking a marketing campaign and letting it excel through blogs. Just a few years ago, Mozilla Firefox was a no name company attempting to make their internet browser the new Microsoft Explorer. Through the SpreadFirefox campaign, they were able to use the six pillars of a successful blog to let the internet browser spread organically through cyberspace. The success of SFX is attributed to sustainable word-of-mouth and not to buzz marketing; the difference between the two shows a marked difference between SFX and other followers that unsuccessfully tried to spread their initiatives organically as well. Companies have been made or broken in the past few years, depending on their ability (or inability) to blog.

Microsoft started a blog called Channel 9 to help humanize their big company. Channel 9 fosters a sense of community among Microsoft employees and customers alike, and encourages an ongoing conversation and a collaborative wiki that users can participate in. This discussion forum model has been extremely popular, with all sorts of users participating on the website. The most successful blogs seem to be those that deliver information to consumers, while also allowing customers to contribute to the conversation. This allows for a dynamic exchange and sets a platform for feedback and support. As Ben McConnell and Jackie Huba discuss in Citizen Marketers, it is this exchange between the company and the consumers that generates the power and importance of citizen marketers.

CEO blogging has also flourished in the past few years. Corporate blogging is the pipeline of success between a company and their consumer. Companies from GM to Whole Foods have all actively engaged in this level of blogging by putting their CEOs at the forefront of their image. CEO blogs are the closest that people will get to seeing the face of the company–the importance of corporate blogs shouldn’t go unnoticed.

There are so many aspects to business blogs–whether it’s a CEO blogging about the daily goings on of a company, the spread of new initiatives and ideas through viral blogging, or creating a platform for developers, employees, and consumers to get together, business blogging has proved that communication is a two way street.

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I’ll be honest: I didn’t know much about The Politico before last night. I always thought that the paper was a DC equivalent of The Hill or Roll Call, but I found out during the JHU Communication Roundtable that I was wrong. In less than a year, the newspaper has managed to thrive in a realm of niche journalism focusing on national politics. The Politico successfully does what so many newspapers are trying to do: fuse together old school journalism with new school journalism. What makes The Politico different, however, is that it’s been built from the ground up with these founding principles.

Continuing Gillmor’s reading from last week, the author discusses professional journalists who in some way succumb to the changing norms of journalism…The Politico is a perfect example of this. Right here in our own backyard, a few journalists from prominent news institutions ranging from The Wall Street Journal to The Washington Post got together in January of 2007 to create a web based news service for consumers of political news. In doing so, they have broken down typical journalistic molds to create a new platform for political news consumption. As executive editor Jim VandeHai said yesterday, it was not an idea that was years in the making but rather something that came to a head given the state of current journalism.

What is The Politico trying to accomplish? Their long mission statement includes:

“Reading a story should be just as interesting as talking with the reporter over a sandwich or a beer. It’s a curiosity of journalism that this often isn’t true. The traditional newspaper story is written with austere, voice-of-God detachment. These newspaper conventions tend to muffle personality, humor, accumulated insight — all the things readers hunger for as they try to make sense of the news and understand what politicians are really like. Whenever we can, we’ll push against these limits. In the process, we’ll share with readers a lot more of what we know instead of leaving it in our notebooks.”

At last night’s roundtable, Jim VandeHei expressed that The Politico is based on the mentality that “we live in an entrepreneurial age, not an institutional one.” The Politico prides themselves on this notion, and encourages their readers to participate in the dialogue. The paper caters to a community of consumers that is already interested in politics. They take news from various sources, and also have their own set of reporters to go out there and find out what’s happening. Above all else, they allow and encourage readers of their website to contribute to the conversation through comments and distribution. Multimedia, open forums, and live chats are among the tools used by The Politico to keep their readers interested and engaged in the world of politics. Their partnerships with TV news have allowed them to get their name on television and cooperate with different forms of media. The founders of The Politico have used their experiences at other publications to create a new kind of political newspaper–one that takes the successes from large newspapers, while also taking the desirable qualities of grassroots journalism and online blogging.

I can’t help but wonder what Dan Gillmor would think of what these journalists have done at The Politico. Gillmor admits that even in the world of blogging and citizen journalists, he still reads The New York Times and other Big Media as so many of us do. So is The Politico successful in meeting a common ground for both sides of the spectrum–old fashioned newspapers on one side, and bloggers on the other? I’d have to say so.

National news sources are using The Politico–whether out of curiosity for what The Politico is doing, or actually using the information from the website in their own newspapers. USA Today, the most circulated newspaper in America, uses politico.com on their own website.

Given all this information, one thing is for sure: ” If The Politico succeeds, it could signal that the Web has become a more plausible alternative for mainstream journalists.” (NYT, 1.8.07) I think Gillmor would agree.

We’re all contributing to the new magnum of journalism–grassroots journalism–whether we are actively creating content or we are participating in the strata by reading blogs online. In Dan Gillmor’s We The Media: Grassroots Journalism By The People, For The People, Gillmore argues that blogs and instant news really got to a whole new level during and after 9.11.01. While citizen journalism was prevalent before the attacks on the Twin Towers, the devastating events on that day made people across all levels of society require news instantaneously.

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Blogs have changed our culture and general news consumption. Everyone from news outlets to politicians to celebrities understand the power of the blog, and its importance in our society today. While websites were once standard on the online forum, blogs have become the new standard. Gawker and Wonkette supply local gossip for New York and Washington respectfully, while even The New York Times has a tracker function that lists the most popular articles that have been linked in blogs as determined by blogrunner.com.

While Gillmor states that CNN refused to use blogs on their website, their website almost functions as a blog in and of itself–it is constantly updated with information, videos, content, and comments. A spokesman for CNN said that “CNN.com prefers to take a more structured approach to presenting the news. We do not blog. CNN.com will continue to provide photo galleries, video clips, breaking stories and interactive modules as a way to involve readers in learning about the war” (Gillmor, p. 116).

….Sounds an awful lot like a blog to me (maybe minus actual commentary an partisanship). Gillmor argues that the outright denouncement of blogging held in jeopardizing the network’s online reputation.

CNN recovered by finally succumbing to the flourishing trend of blogs. There is now a special section on their website which lists their current blogs–I counted seventeen blogs on their website today, and I’m sure many others will follow in the future. These blogs include Anderson Cooper’s, Dr. Sanjay Gupta’s, and a Political Ticker. In addition to meeting those demands, CNN also has a list of podcasts, RSS Feeds, and CNN Mobile and Radio options.

And now with a simple WordPress account, almost anybody can be a blogger. A great example of a blogger-turned-journalist is Perez Hilton–a virtual nobody two years ago, he has turned himself into somebody that all the celebrities fear. He loves getting the rumor mill started and takes pride in pushing the envelope.

With the blurred line between journalists and bloggers, however, would bloggers really be able to call themselves a journalist? Would they be able to attend press events under the label of “journalist”? Are they that readily acceptable at mainstream events yet? It’s a big gray area right now that seems to become less and less defined as more and more bloggers sign up for blog accounts every day. These are questions that have been raised that Gillmor does not entirely investigate in his book. What he does argue, however, is that an education in journalism does not mean what it once did (p. 131). Thanks to blogging, journalism is an ever changing institution with diminishing barriers and increased possibilities.