Blogging would be good for your news business, too

To what extent should your company — your media company — be blogging?

Consider the example of Microsoft.

A Microsoft (MSFT) Web site for uber-geeks went live in April 2004 and, according to Wired magazine, immediately it became clear “The fears of lawyers, marketers, and PR consultants would, in fact be realized – and it would be good for the company.”

“The 71,000 employee company now has more than 4,500 bloggers posting on every imaginable tech topic,” explained writer Fred Vogelstein. Some of them, like Mini-Microsoft, are anonymous, fearing reprisals from the bosses, while others like Larry Hryb are public and prolific.

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