Although Forrester Research forecasts Web 2.0 investments will increase to $4.6B by 2013, I have my doubts that blogs will be an integral part of this investment unless organizations and bloggers commit to change. In my previous post I discussed the importance of engaging your client about what’s keeping them up at night. This would be a positive step in the right direction. And if this approach is adopted, I envision the blog “trust factor” will increase significantly from the current 25% level as more enterprises learn the channel.
Today, the use of corporate blogs is led by the Global 2000 companies, with the small to medium size enterprises (SMEs) lagging behind. Expect these SMEs to catch up and embrace corporate blogging in the years to come as case studies are developed, publicized and emulated.
Expect Web 2.0 technology investment and corporate blogging to be negatively impacted in the next 6-12 months as corporate spending comes back much slower than the economy. Few enterprises large or small view the technology and the blogging channel as mission critical; coupled with return on investment (ROI) being hard to measure, and it’s easy to see why.
What do I Read?
A commonly asked interview question when I started my career 20 years ago was “What book is on your night stand (i.e. what are you reading)?” By asking this, an interviewer could gain access to my soul and learn more about me as a person. Having helped start MindTree’s US operations 10 years ago, it’s been quite some time since I have been interviewed for a marketing job! But I imagine if I was interviewing today, this question has probably been replaced with “What blog(s) do you subscribe to?” Like many of you, one of the challenges I face as a busy executive is information overload. Whether for personal or professional interest, I prefer “placing bets” on fewer blogs that provide me insight and thought leadership, as opposed to absorbing as much information as possible.
I subscribe to Seth Godin’s blog and Mashable for professional (marketing) purposes; Horses for Sources for outsourcing news; and Zen Habits and Freakonomics for personal purposes. While these blogs are all different in many ways, I feel they all engage me and I learn something almost every time I read a post. I also don’t feel there is a product or services push.
What are some of the blogs you recommend?