MAD Perspectives Blog

Social Media at Compuware - a case study

Peggy Dau - Tuesday, November 02, 2010

As part of goal to share social media experiences at B2B companies, we are releasing a new case study this week.  Compuware has been providing software, experts and best practices to make your applications work and delivery business value for 25 years.  Compuware also embraces employee empowerment. 

Compuware's approach to integrating social media into their overall marketing strategy reflects this commitment.  Some key takeaways include:

     - Empowerment - Trust your employees.  You hired them because they possessed certain qualities which includes their ability to represent your company.

     - Collaboration - The ability to interact with fellow employees is as important as the ability to interact with business partners and customers.  Great solutions come from great conversations.

     - Culture - The culture of a company is a key element for prospective employees.  Social media allows companies to showcase all sides of their corporate culture.

Learn more about Compuware's use of social media by requesting the case study at:  http://www.madperspectives.com/contact .

What's your perspective?



Benefits from B2B Communities

Peggy Dau - Monday, October 18, 2010

Community is a hot topic this week as we are amazed at the successful rescue of 33 trapped miners in Chile.   They seemingly happily co-existed in extraordinary circumstances for 69 days.  They formed their own community based on their circumstance.  However, they were already part of a community when they went into the mine.   I celebrated a milestone birthday this weekend and was surrounded by a community of friends who represent different parts of my life.  Dictionary.com defines community as “a social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage.”

We live in communities built of houses, schools, shops, restaurants, roads and local government.  We work in communities defined by the structure of our respective businesses.  However, since the rise of the Internet, we also exist in many virtual communities.  What makes an online community? How do we develop, foster or join these communities? We join groups based on our desire for:

    •      - Shared experiences
  •      - Knowledge on products, services and solutions
  •      - Q&A with perceived experts
  •      - New, or insider, information and/or documents
  •      - Status, visibility, connectivity


Now, think about communities as it relates to your customers.  Where are they going to obtain information, share content or ask questions?  You want to be in the same places.  You can probably make some assumptions based on your industry.  However, you can also use some simple tools such as
Trackur to see what social sites your contact database is accessing.  Of course, the simplest way is to just ask them!

By participating in communities, your business will benefit from:

  •      - Live interaction with potential customers
  •      - Understanding customer concerns and priorities
  •      - Gaining feedback on product feature/ functionality
  •      - Brainstorming new ideas
  •      - Greater awareness
  •      - Better qualified leads


That said, is important to think of a community from a sense of participation and interaction.  The purpose of a community is not about marketing your business.  It is about learning, probing, exchanging, and listening.  Isn’t that what you do in your local community?  Why would it be any different for your business?

What’s your perspective?



Introduction to B2B Blogging

Peggy Dau - Monday, September 06, 2010

Your company has just put a social media plan in place and blogging is one of the key elements.  You’re excited about the opportunity to interact with readers, but nervous about content.  How do you get started? How do you create content that resonates with customers and helps you attract new customers?  Here are just a few tips.  I invite readers to provide more!


1. Figure out your identity:  Blogging is a great forum to share your thoughts and and B2B decision makers are reading blogs to learn about products, services, companies and people.  What is your company identity?  How do you want to be known?  Do you consider yourselves the innovative technology leader?  If so, your blog may want to focus on your lead engineers and how they work together?  Or you may want to comments on emerging technology trends. 

Or, perhaps you a commercial real estate broker who wants to be known as brokerage with their finger on the pulse of their market.  Your blog may highlight new construction projects, tax benefits, demographic trends, or new office space concepts.  Sharing your insights may attract businesses you have done business with in another city or attract new clients impressed by your insights about their city.

2. Get comfortable writing:  Not everyone who starts blogging has a natural affinity for writing.  That is OK!  The more you write, the more comfortable you get.  Don’t be afraid to share personal insights or anecdotes.  This helps your readers understand the context of your position.  I’ve started writing many blogs and left them for a few days to mull over my thoughts.  Other times, I’ve been inspired by an article, a bit of news or a customer interaction.

3. Create an editorial calendar:  You already have a marketing calendar mapping out events/trade shows, product releases, collateral development, webinars, earnings announcements, etc.  In this calendar you are also identifying the various communication channels.  Blogging is another channel.  It is the channel that allows you to add personal insight to the topic. 

Establishing a calendar helps organize your thoughts and identify resources (see next tip!).  I’ve heard many clients comment on their fear of the time commitment related to blogging.    I won’t lie, it does require a commitment.  However, if you can develop a calendar with some topics aligned with other events, it simplifies the process.

4. Identify potential bloggers (besides you!):  Owning the blog responsibility can be daunting.  Every company has natural spokespeople from its various business groups.  These may be folks that have driven you crazy in meetings because they have so much to say.  Blogging gives them an outlet for their thoughts as long as they are related to your overall goals.

If you have a hard time gathering company bloggers, you may consider interviewing key members of different work teams.  A simple Q&A can be meaningful to readers as it shares the flow of a conversation and its natural ebb and flow.  Another option is to invite guest bloggers to share insights around key trends or industry announcements.  This also provides another benefit of increasing your following through appealing to the followers of that blogger.

5. Repurpose content:  Your company has already created scads of content.  However, most of that content has been vetted by marketing experts and/or legal.  Blogs are more casual and serve to share content in a more personal manner.  You may consider extracting a few thoughts from a white paper and adding personal insights on the benefits or practical use of that topic.  Or, you may provide insight into the process through which your company developed a product or service.  Another avenue for content may be provided by your readers.  Your blog should enable comments.  Those comments can become a great source for further content.

6.  Promote your blog!:  Now that you've gotten comfortable with content, writing and resources, make sure somebody is reading it!  To draw more attention to your blog tweet about it; comment on it in LinkedIn or Facebook; enable readers to subscribe to a RSS feed of your blog; share it on industry sites.  You want to create a following that is broader than the casual visitor to your company website.  While most B2B blogs exist within the corporate site, you can alert your audience as to its presence and topics being discussed.

The bottom line is that blogging is your voice for sharing thoughts in a less structured manner than traditional marketing channels.  While your company blog(s) should be aligned with your company goals, they should also allow your company’s personality to shine through.  I have found, many times, that the blog sometimes requires looking a familiar topic from a different perspective.

What’s your perspective?



Does B2B need a new app?

Peggy Dau - Wednesday, September 01, 2010

Many years ago a technology industry CEO distributed a poster throughout its various corporate, sales and manufacturing offices stating something like “Technology is always changing, if you cannot keep up with the pace of change then you are in the wrong industry.”  This was before Unix, before the internet and long before social media was even a glimmer in anyone’s eye.  The technology industry IS constantly changing and at pace unimagined more than 20 years ago.

So, how do we keep up?  Social media has changed the face of communication forever and who knows what’s next.  While it is possible to imagine that IT hardware will continue to see improvements related to performance, price, environmental impact and size, it is more difficult to forsee how applications will evolve.  An articled on Wired.com recently debated the death of the web while the internet lives on.  Regardless of your point of view, the commentary regarding the implication of an app based future is intriguing

Thanks to Apple and its ubiquitous devices, there seems to be an app for everything from reading our favorite publications to comparison shopping to bouncing penguins off the wall.  Social networks such as Twitter, Facebook, FourSquare, Groupon have led or leveraged the growing social mentality to share, communicate, and interact based on interests and now location.  Whereas 20 years ago we spoke of Big Brother’ and our fear of anyone having any visibility of comings and goings, now we have left “1984” behind and voluntarily share our likes, dislikes, and destinations.

Do we need to adopt all forms of social media and start developing apps for fear of being considered a ‘neo-luddite’? The term “social media” is becoming all encompassing.  Any application that creates some sort of community experience is considered social.  A community could be moms against peanut butter or customers interested in new storage technologies or individual investors trying to navigate the financial markets.  The challenge is in how any of these tools can provide solutions that are aligned with strategic business goals.

B2B Companies are using or experimenting with social networks to:

  • - understand customer opinion -> to increase customer satisfaction, customer retention, modify product features/functionality, maintain customer loyalty
  • - invite customers to events or webinars -> to  increase customer knowledge, increase customer touch points, qualify customer interest, increase quantity of leads
  • - provide product updates ->to  increase customer knowledge, invite customer input, increase customer loyalty
  • - share industry insight -> to show thought leadership, educate customers,  improve competitive differentiation
  • - offer special discounts or deals -> to drive short term revenue, create awareness,  reward community members
  • - create communities -> to understand trends, drive discussions on select topics, recruit new employees, crowdsource to solutions to simple and/or complex challenges

As long as these activities support higher level goals for sales, innovation, operational efficiency or other needs, the investment in social media is beneficial.

With the increased focus on apps, should companies be developing apps as well as using social networks?  Perhaps apps can help companies address these same goals.  If an app can be distributed on multiple devices, does that make it social?  Personally, I don’t think so.  Being social is about interaction and community.  So, if that app enables customers to easily interact with each other in some kind of semi-private walled garden, then perhaps it is social. 

I can envision B2B apps focused on addressing frequently asked customer questions.  As a long time HP employee in my past life, I can image HP apps to troubleshoot printing problems, a SMB focused app to configure servers, or an app to easily locate your nearest value added reseller (VAR). Other companies could leverage the data associated with calls coming into their 800 numbers to develop apps that easily and quickly address frequently asked customer questions.  By using social networks to inform their constituents that these apps exist and are available for download to defined devices, these companies leverage the two hottest trends (other than cloud computing), apps and social media to enrich their customer’s experiences.

Perhaps we need an app to help us keep up with all the new technologies that are emerging.  Ooops, perhaps that is the new Mashable app!

What’s your perspective?



Overcoming Internal Social Media Hurdles

Peggy Dau - Monday, August 23, 2010

Are you afraid that your corporate culture and/or hierarchical organization structure are stifling your attempts at social media?  Then you need to take a step back and consider how to leverage social media in a way that balances culture, organization and open communication.

If your hurdle is related to culture, you must accept that it is not easy to change the corporate culture.  But, you can adapt.  For example, if your culture is one that struggles in the adoption of new technology, you probably haven’t even started using social media yet.  Your first goal should be to gain executive commitment for the use of social networking platforms as an additional communication channel.  You should be clear in your goals for using social media (i.e., thought leadership, market awareness, lead generation, etc.).  You could also find examples of other companies in your industry that are using social media.  You will want to have a clear, measurable strategy that will demonstrate clear benefits for adopting social media.


If your culture is one of privacy and protection of intellectual property, there is still a place for social media.  Employee use of social networking platforms is not an automatic disclosure of corporate secrets!  However, your overall social media plan should include definition of a social media policy that provides guidelines forwhat platforms the company will use, how employees use thesesocial networks, what kind of information can be shared (or not), and ramifications for violating these guidelines.  Innovative companies often create market shifting technology and want to protect this technology.  However, these same companies often have unique perspectives on the industry or intriguing histories of bringing products to market.  Social media provides a forum for sharing perspectives, without giving away IP, and inviting conversation that may lead to the next big innovation.

If your challenge is related to organizational structure, it is likely that the primary concern is one of employee empowerment.  Employees that do not feel empowered are unlikely to be comfortable with the open communication style required.  While the marketing department could be empowered to lead the effort, there are other options.  An option that will begin to build cross-company employee interest is to gain executive support and sponsorship.  Once you gain that support, work with your executive sponsor to develop an internal communication plan regarding the company’s development of a social media strategy.  This will provide employees with an ongoing view of the goals of the strategy and executive support for it.  By the time it is time to implement the strategy, some employees will be eager to participate thus alleviating the pressure on the marketing department.

These are just a few examples of overcoming cultural or organizational challenges before implementing a social media strategy.  Social media provides many benefits that make it well worth the effort to knock down internal hurdles.  What are the hurdles your company is facing?

What’s your perspective?



Does Your Organizational Structure Inhibit Social Networking?

Peggy Dau - Tuesday, August 17, 2010

As marketers plan their social media strategy, they usually focus on content, resources and platforms.  I rarely hear anyone discuss organizational structure.  Yet, a company’s organizational model can reveal a lot about how they will use social networking platforms.  The structure of an organization impacts processes and behaviors that will reflect company and employee comfort with the openness and interactivity of social media. 

The primary organization structures are:

Structure

Characteristics

Adoption of Social Media

Functional

-          Employees perform a specific set of tasks (i.e., marketing, engineering, sales, etc.)

-          Focus on operational efficiency and economies of scale

-          Fosters technical expertise

-          Creates silos

-          Communication across silos is difficult

-          Focus on process, hierarchy and control

-          Pursuit of social media  will require planning of  strategy, policy, clear metrics and employee training

-          Social media most likely to be pursued by marketing department only

-          Employees may not feel empowered to communicate socially  

-          Social media primarily used to reinforce outbound marketing messaging

Divisional

-          Employees organized by product or geography

-          Employees perform specific functions within the divisional structure

-          High accountability for achieving goals

-          Communication encouraged across function to achieve goals

-          Little interaction between divisions

-          Hierarchical within the division

-          Pursuit of social media  will require planning of  strategy, policy, clear metrics and employee training

-          Social media effort led by marketing with intent to include other functions

-          Strong interest in gaining external feedback

Matrix

-          Employees organized by function and product

-          Structure reinforces and broadens employee expertise

-          Reduces organizational silos

-          Requires clear communication of goals, objectives and metrics

-          Poor communication can create confusion and/or stress

-          Focus on communication will foster interest in use of social networks as extension of communication model

-          Multi-tasking employees will easily adapt

-          Requires clarity in how social media will support goals & objectives

-          Collaborative environment will easily adapt to interactive nature of social media

 

The focus here is primarily around structure and does not take into account culture or communication style, which was discussed in a previous posting.  The level of bureaucracy in a company may impact willingness to communicate effectively internally, externally or on social networks. You may want to consider the impact of social media on existing organizational structures, business processes and communication methods.  While full scale reorganization is not the goal, education and training may help management and/or employees understand how the use of social media influences the existing business model.

While organizational theory segments company structures into the simple models referenced above, it is likely that your company reflects some mix of the models noted.  Your company’s approach to social media will reflect a combination of cultural and organizational influences.  It is important to recognize the challenges they may represent when building and implementing a B2B social media strategy.

What’s your perspective?



Company Culture and Adoption of Social Networking

Peggy Dau - Monday, August 02, 2010

You’re thinking about social media.  You’re convinced you need to have a plan to add social media to your existing marketing and/or communication strategy.  You’re thinking, well, we’ll just tiptoe into this effort, participate in a few social networks and see what happens.  There is nothing wrong with this plan, except you should think about  your corporate culture.  Of course, there are other details you also need to consider, but for the sake of this conversation, let’s focus on corporate culture.

Does your culture inhibit executive or employee adoption of social networking tools?  Do employees feel empowered to publically communicate on behalf of the company?  Do executives understand the openness of social conversations?

I’ve had comments to several of my blogs related to B2B social media, emphasizing the importance of culture.  So, I’ve done some thinking on this and refreshed my memory as to the different types of corporate cultures (it’s been a long time since those undergrad and MBA courses on organizational theory).  Culture is a combination of shared values, attitudes, assumptions, beliefs and behaviors.  Culture is grounded in the assumptions about how people interact.

A successful social media strategy is best achieved when there is a corporate culture that balances tops down direction with bottoms up initiative with external (customer) facing communication.  However, existing corporate cultures can inhibit this balance and subsequently the success of a social media strategy.  Which of these cultures best reflects your company?

Adaptive – just like it sounds, this company tries new processes, solutions, business models to see what works best.  This company is usually very externally focused and will adopt solutions that help them communicate effectively and efficiently.  This culture will easily adapt to social networks for business use.

Inert – this type of company is very internally focused and struggles to deal with new ideas.  In technology parlance, they are a laggard when it comes to adopting new technology.  This culture will be one of the last companies to adopt social networking.

Networked – this is a sociable company, but employees exhibit little company loyalty.  This company may lag a bit in adopting new ideas solely due to high employee turnover.  Once this company has decided to use social networks, employees will take advantage of it and it may foster employee retention.

Mercenary - this culture is ruthless and highly competitive.  If the new solution doesn’t fulfill the goal to win, it is not considered.  Without a strong ROI argument, this kind of company will not leverage social networks at the business level.

Fragmented – this company is a loose alliance of independent workers (i.e., law firm).  If a solution can be easily adopted by these workers and help them achieve their goals, it’s a winner, but it is unlikely that all workers will utilize the solution at the same level.

I’ll be writing more about company cultures and organizational dynamics as it relates to B2B social networks over the next few weeks.  Do these cultures resonate with you?  What kind of culture does your company exhibit? 

What’s your perspective?



Tips for Incorporating Online Video into Your Communications Strategy

Peggy Dau - Monday, July 19, 2010

I recently read an IDC Whitepaper about the 360º Approach to Video.  I've written about companies using a 360º approach to define marketing strategies  and was definitely interested in IDC's opinion on video.  I consider video one of many tools that any company can use to connect and communicate with customers, partner or employees.  Video is memorable and is used for executive communications, customer education, employee training, product demos, customer testimonials and more.  Video is personal and can be consumed live or on-demand in the form of streaming media, webinar or teleconference.

The IDC whitepaper, which is sponsored by Online Video Platfrom vendor Kyte, primarily highlight features of privately funded Kyte.  However, it also touches on some relevants shifts in the market place:

1. Websites have become more interactive.  The days of one-way communication are gone and customers or consumers have an expecation for enticing, visually appealing, interactive sites.

2.  Video is everywhere.  This means video is on your website, on YouTube or Vimeo channels, on Facebook,on mobile devices and many other locations or devices.

3.  Content comes from many sources.  While companies produce a lot of their own content (i.e., executive communications, product training, ads, customer testimonials, etc.), they also invite customers to submit their own user-generated content

If you are thinking about how to incorporate video into your communications strategy.  Consider the following tips:

1.  PurposeWhat are you communicating with the video?  Are you educating, informing, inviting, or sharing?  These are all different types of stories and each story may be best told using different styles.  For example, if your video is to share your quarterly financial status, this is likely a professionally produced event with a well structured script.  However, if your are sharing information about an upcoming event or new product, you might decide that authenticity and personality are more important.  While you still have a script the style of the video may be more casual.  Alternatively, you may invite customers to share their experiences at an event or training.  They thoughts could be capture live and in person or via video uploads to a defined site.  If you define your goals for using video, it will make it easier to make decisions about what kind of content to create. Tip:  Align purpose and video style.

2.  CustomerWhere and how will your customers consume your video?  Are they in an office, at home or on the go?  Will they access content using their PC or a mobile device?  What operating system, browser, video player or video codecs will these devices use?  Is there an expection for live or social network interaction?  Understanding the answers to these questions, will help define the requirements for any online video solutions that you consider.  Tip:  Undertanding your target audience and their communication needs will drive business and technical requirements.

2. InfrastructureHow will you handle video content?  Will you produce and manage your video assets on an in-house system or will you leverage an online service?  In either case, consider its features and functionalities (i.e., codecs supported, bitrates, end user interface, ease of use, server requirements, metadata model, social/community features, digital rights management, analytics and reporting, etc.) related to your goals.  In addition, consider how it will integrate with other enterprise applications, impact on corporate network, level of expertise required and support models.  Tip:  Align infrastructure requirements to your goals to identify the relevant solution.

Content is valuable.  Video is memorable.  Create a valuable and memorable online video strategy thinking about who your customers are, where they are and how will you need to be able to share video content with them.  For a list of leading online video platform vendors check out:  www.streamingmedia.com, www.onlinevideo.net ir www.vidcompare.com

How are you using video to communicate your story? 

What's your perspective?



The 4 Ps of Social Media Governance

Peggy Dau - Tuesday, June 29, 2010

Social Media Governance.  What was your immediate reaction?  Yay, Awesome!?  Or, argh! - something else I have to be doing?  Governance is the "method or system of government or management". The good news is that your business has decided to use social media for some purpose.  Presumably you have some measurable goals in place and your use of social media is aligned with your overall communication plan.  How are you going to know if your use of social media is successful?  This is where governance comes into play.        

Governance is the business process to support your vision with relevant targets, skills, metrics and guidelines. Governance provides a framework to prove social media value.  Governance can be summarized as the 4 Ps.  Planning, Policy, Preparation & Protocol.

1.  Planning -   This is the hard part.  This is figuring out HOW you want to leverage social media.  Ideally, your company will have identified areas where social media can help your business achieve existing goals.  The impacted business groups will be aligned in how they will use social media to communicate and interact with customers, vendors or employees.  Planning is agreeing who takes the lead in your social media initiative and understanding the roles of impacted business groups.  Planning is setting a timeline for how you will move forward with your social media strategy.

2.  Policy - This is the critical part.  This is setting the company guidelines for what can or cannot be said via social media.  Policy is working across different business units, including legal and HR, to understand concerns about social communication and defining the parameters within which employees can be 'social'.  This is taking into account your corporate culture and expanding upon existing employee code of conduct guidelines - or not.

3.  Preparation - This is the nitty gritty part.  This is determining what kinds of social media platforms your company will use and determining if your company has sufficient resources to manage a social media initiative.  This is establishing your presence on the relevant social platforms (i.e., blogs, wikis, Twitter, LinkedIn, YouTube, Slideshare, etc.).  This is educating your employees on your policy and how your company will leverage social media and the various platforms.  Perhaps this is enabled via interactive training, an online handbook or a webinar.  This is making sure your employees know where to go if they have questions. Preparation is confirming how you will measure success and selecting the tools needed to capture necessary metrics.

4. Protocol - This is ongoing, every day part.  Protocol incorporates bits of planning, policy and preparation to ensure that guidelines are followed and that employees are engaging for the purpose intended.  Protocol will look at the ongoing measures of success and used the data collected to determine if plans need to be adjusted.  Protocol is how your social media team will communicate and address progress, hurdles or problems.

If you can keep these 4 Ps in mind as you initiate and implement your social media initiative(s) you will have the foundation for a successful venture.  Many forays into social media have mixed results, but often this is do to lack of planning and management of the effort.  While an ad hoc approach is great for gaining familiarity with the communication style and platforms, it does not enable you to set goals and prove that you have achieved them.

Your company uses some form of governance for its exsiting marketing, sales, product development or R&D projects, shouldn't social media be held to the same standards?  

What's your perspective? 



6 Tips for B2B Blogging

Peggy Dau - Monday, June 21, 2010

Many companies recognize the potential value of blogging, but struggle to organize their thoughts and the actual writing of the blog.  Subsequently, the blogs imply doesn't happen.  Yet, according to the Business.com 2009 B2B Social Media Marketing Study, 74% of companies surveyed maintain one or more blogs.  What are all these companies blogging about? And, how do they manage it?

When I look at companies or sites who are blogging regularly and considered leaders in their industry, I've learned the following:

     1. Empower Your Employees - Encourage your employees to blog and share their insights, their smarts, their personalities.  Invite employees from different business groups to write about what's going on the industry.  They will have unique perspectives given the groups they represent (i.e., marketing, sales, engineering, R&D, support).  Their perspectives will be interesting to your current and prospective customers.

     2. Share Your Policy - Many companies will be concerned with giving their employees a public voice.  This is where establishing a policy will alleviate many concerns.  The policy is basical the rules of engagement for your employees...and for your customers.  It should provide guidance to your employees about what is acceptable or unacceptable blogging behavior.  By sharing your policy publically, your customers will know what to expect when engaging with your blogs.  Here are some examples from HP, IBM, SAP and Intel.  My thanks to the high tech community for being so open about their policies!

     3. Enable Comments - Invite and encourage readers to comment!  Comments are what make blogs interactive.  They enable the conversation.  They provide you, the company, with honest, candid, immediate feedback.  It may be supportive, discouraging, antagonistic or enthusiastic.  Aside from concerns about foul language, do not disable comments for fear of negative comments.  common sense must be employed to determine the best approach to addressing negativity, but that negativity can have positive results.

     4. Invite Guest Contributors - Every industry has its pundits.  They exist in the form of analysts, columnists, technologists and executives.  Inviting these thought leaders to contribute to your blog can bring a new perspective to a hot topic, insight to emerging trends and clarity to industry debates.  Your alignment (or lack thereof) with these pundits may attract new readers to your blog.
 
     5. Establish an Editorial Calendar - Creating a plan can simplify the effort associated with managing and writing blogs.  While it is often useful to allow the blog to just "happen" in response to industry trends or to incite new discussion, it is also beneficial for it to reinforce annoucnements or events.  Laying out the calendar will help define the need for content or resources, and give you time to fill that need.

     6. Be Interesting - This is most important.  Think about what you would want to read.  What kind of information are you seeking that only a blog can fulfill?  A blog is not a product or press release, allow your personality to shine through.  As always when thinking social, be transparent and authentic.

What companies or blogs did I check out when thinking about this blog?  After 25 years in high tech, I folow blogs from the companies reference above.  However, I also check in with Marriott, Nike, and Whole Foods.  With my focus in digital/social media, I read streamingmedia.com, Mashable, Social Media TodaySmart Blog on Social Media and more.

Does your company blog?  What's your blogging experience?  I'd love to hear the good and the bad!

What's your perspective?