Blogging for Business
Frankly, by the time Netscape appeared, I … immediately started integrating a Web strategy into the way we work …. I’ve made some business blunders related to my enthusiasm and personal interest in the online world—primarily because I don’t have the patience to wait until the market catches up with where I think it should.
What advice can you offer other corner office executives to get personally involved in blogging, photo sharing and online communities?
Hammock: I think most “office types” bring the wrong metaphors to conversational media. Digital natives (our kids) don’t think in terms of static, packaged content when they think of the Web. They view the Web as alive and sharing and personal. The term “blog” is perhaps unfortunate, because it allows “office types” the opportunity to dismiss it as something superficial. Once you start dismissing blogging, it becomes difficult to grasp the power of sharing and tagging and creating what are called social networks.
We all aim to optimize our Web presence. So, what’s the next big thing for magazine publishing companies?
Hammock: The critical thing is to accept an online world where your Web site is no longer a “destination.” Your site may become a filling station for people to fill-up their RSS news reader or mobile phone. They may depend on it for making connections with other readers or doing deals. They may see it as a place to share their knowledge.
But today—and moving forward—we are all media. And there is no way one company can be all things to those whose lives it touches.
Have a great brand. Create valuable services and content. But realize you are a part of something bigger going on. PE