Follow Up on Getting Blogging

Scoble notes that he didn't do a good job of representing blogging to Amazon employees:

I didn't represent blogging very well and didn't back up the thesis of our book very well (that blogging will improve the way businesses talk with customers).

He follows up with anecdotal evidence of blogging companies' success but admits that he didn't have hard numbers to back his thesis. I'm glad he sees the need to present a stronger argument; a good start would be to stop inferring that blogging equals company success, and not blogging is a sign of falling fortunes. And, saying that you're "pleased" with responses to corporate blogs, as he states Boeing and GM have done, doesn't say anything about blogs' effectiveness.

I'm sincere when I say bloggers need to come up with better arguments - arguments that strike a chord with corporate marketers - in favor of the medium. It's not about denying the power of blogging - it's about demonstrating it to those who are skeptical.

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