by Tom Mandel
June 18, 2007 at 9:06 am
· Filed under Enterprise 2.0
Interesting article in this morning’s Wall Street Journal — “Social Studies” offers an overview of how companies are incorporating the use, especially, of blogs, wikis and rss, and goes on to hint at coming adoption of social networking and content tagging.
For readers of this blog, there’s not much news here, but coverage like this is certain to fuel experiments in adoption, so — as Martha Stewart might say — it’s a good thing.
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Tom,
You’re right when you say that “there’s not much news here” and yet, as a vendor in the E2.0 space, I’m glad that this story was written. But what do you think makes this article newsworthy? How did it get past the editor? The examples are ok and we’ve seen the McKinsey and the Economist Intelligence Unit study many times before. It is a useful primer but isn’t it time for a “native” take in the mainstream press? Can any media/PR/agency person out there explain to me and others just how we can get our really cool examples of E2.0 written up in the next Michael Totty article?
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I can tell you as a former journalist who had to write these “editorial calendar” items, reporters consider them a bother. Because they are scheduled far out in advance in order to make it easier to sell ads (you saw the full-page ads from Cicso, Microsoft and HP), their link to real news is weak and the editorial quality isn’t up to that of the reporter-driven stories. Notice the piece by Bill Bulkeley on IBM’s internal use of social networking that fails to mention IBM is selling the social networking software as part of Lotus Notes. Still, I agree it’s good to get the general message out there that social software has a meaningful place in the enterprise and that discounting or fearing Web 2.0 isn’t a successful strategy.
Yes, this is generic and no more — and there needs to be more!
One should always assume it is possible to make more happen. It’s not the media’s fault. We need to give them the attention and the material to do better.
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