Enterprise Blogging

FEATURE ARTICLE

"Enterprise Blogging"
Written by Laurel A. Clyde

In 2002, weblogs or blogs were discussed in a FreePint article
, particularly in relation
to library and information science. Although specialist blogging
software had been available only since early 1999
, blogs had already, within three years,
become popular as a form of online diary and as a way of disseminating
current information. In May 2003, "Enterprise blogs" were identified
as "a new breed of blog"
.

Nevertheless, it would seem that some businesses and other enterprises
have been using blogs for a number of purposes almost since the
beginnings of blogging. This article, based on a presentation about
"Enterprise Applications of Weblogs" at the "Online Information 2004"
conference exhibition in London in December 2004
, will provide an overview of the
applications of blogs in enterprises, and introduce resources and
sources of further information. In particular, information will be
provided about blogs devoted to discussions of enterprise blogging,
and online articles and papers about enterprise blogging. A web page
developed to support the conference presentation is available at
.

Weblogs can take many different forms, any of which might be
appropriate for enterprise blogging. They may be a one-way form of
communication, where users simply read the "posts" of the blog owners.
Alternatively, blogs can be a two-way medium of communication (between
owners and their readers) or they can be the basis of a community in
which all readers of the blog can contribute on an equal footing. Each
of these options has its place. For example, some "one-way" blogs are,
in effect, electronic newsletters, while blogs which allow all members
of a group to "post" information, can be used as the basis for group
projects. Blogs might be public (available to all on the Internet) or
private (available on an organisation's intranet or via a password).
Meg Hourihan is quoted in the Washington Post (11 September 2003) as
saying that "... some of the most effective company blogs are posted
on internal networks, or intranets. These can help different business
divisions connect or allow employees from disparate offices to share
information when working together on a big project."
. Blogs might be created and maintained by
individuals, or they might be team blogs or group blogs, with everyone
in the team or group having the right to post. Blogs might be
text-only, or they might incorporate graphics or multimedia. They
might be maintained from personal computers, or they might be updated
using moblogging technology - web-enabled mobile phones or hand-held
devices.



Enterprise Applications of Blogs
--------------------------------

There is very little research related to enterprise blogging; the
commercial applications of blogging are mostly unproven as yet. There
are, on the other hand, many articles and papers written by
enthusiasts or early adopters. While this literature contains many
useful ideas, there is little evaluative material, so though we know
that enterprises have used blogs for various purposes, we don't
necessarily know whether or not those blogs achieved the purposes for
which they were created. Nor do we have much information about the
characteristics of successful blogs, or the purposes for which
blogging is most successful. In an article in Itbusiness.ca, John
Saunders actually challenges his readers to send him "a story of how
blogging has helped your organization"
, though
things are not quite as bad as this may make them seem. Karen Lasnick
and Julie Weber have reported on one law firm's experience with
blogging while the
Radiant Marketing blog has a case study of a small business blog at
Kuhlman Auctions, and there are other
examples.

In the literature, the following have been suggested as potential
applications of blogging in enterprises:

* Blogs can be useful sources of information for business,
particularly as each one may present information from a different
point of view, though it is worth noting that blogs are not a good
way to gain a basic overview of a subject or topic; they tend to
focus on current issues and discussion. However, finding useful
weblogs and keeping up with them is a time-consuming activity. RSS
feeds can assist those
who need to monitor a number of weblogs. In addition, specialist
tools are emerging that will help. For example, Kinja
can be used to locate blogs that are similar to
blogs that are already being monitored.

* Blogs can be used for communication; indeed it has been claimed that
blogs have "the potential to be a key business communication tool"
. They
can be used for communication within the enterprise as well as for
communication with clients and others outside the enterprise. Like
other collaborative tools, blogs are effective for companies that
encourage cross-functional communication. They provide individual
workers and teams with easy-to-use tools to deliver critical
real-time intelligence to customers, partners, investors, and
indirectly to internal decision-makers"
.

* Blogging can be a tool for project management; good blogging
software provides facilities for organising and managing timelines
and information from a variety of sources. For example, Basecamp
is a new project management tool aimed
at designers, consultants and freelancers. It uses a "blog-like
format" for recording and presenting content; it brings together
material from a variety of sources including email, chat, PowerPoint
presentations, web links and feedback; and it supports the use of
RSS feeds to deliver
information to the desktops of all who are involved in the project.

* Blogs can be used as a competitive intelligence tool, particularly
for carrying out research to support new business proposals or
product development. For example, the Traction blogging software
"handles the collection, organization, sharing, linking and
retrieval of information from multiple sources, including e-mail,
Web content, external news feeds, business analytic systems and
customer contact reports"
.

* Blogs can be used for marketing, for example as a "way to connect
with potential customers". Says Ellen McCarthy: "few business
bloggers can say how much their daily postings affect the firm's
bottom line, but most assume that customers who check in regularly
will be more likely to purchase a new product or be faithful users
of the services offered" .
Blogs can be used as an alternative to email marketing, or as a
marketing tool in their own right. Marketing-oriented blogs enable
enterprises to provide information and discussion about new products
and about developments within the enterprise. For a report on blogs
in marketing, see
.

* Blogs have been promoted as a tool for knowledge management and
knowledge sharing. Ross Mayfield has suggested that blogs can help
to capitalise on "a wide variety of areas of expertise within a
group", encourage contributions from different people, and provide a
basis for internal data feeds so that they can be viewed in context,
among other things
. The
recognition provided by signed blog entries provides motivation for
people to participate; they get credit for their ideas. Blogs can
"make knowledge workers more productive" says David Goldstein
; "Navneet" further notes that the
knowledge captured through a blog (and accessible through its
archive) "remains within the enterprise, even if the knowledge
worker does not"
.

* Customer service is an area in which the potential of blogging is
being explored. Blogs could provide customers with information about
products, assessment of the value of the products in particular
settings, contact information and direct contact with people who are
using the product, tracking of updates to the product and new
versions or functions.

* A blog can be used as a newsletter or can take the place of a
newsletter; it is a form of online publishing. This is particularly
the case with one-way blogs, but nevertheless the capacity for users
to comment (where the facility is provided) does make a useful
addition to the traditional newsletter format.

A potential problem is that blogging does not fit with the corporate
culture of many organisations. If an enterprise values a "top down"
approach, then blogging, with its emphasis on freedom and open access,
may not be a useful tool: "bottom-up organizations use blogs" says Jay
Cross; for him, "... blogs are the leading edge of the social software
movement that's propelling the bottom-up, self-organizing reformation
of versatile businesses. A bottom-up organization values the
collective work of individuals over top-down authority; it supports
cooperation and co-evolution in lieu of command and control. Instead
of telling people what to do, it provides the networks that enable
them to do what they want to do"
. Another
potential problem is that while "blogs are popular in the technology,
marketing, media and law sectors, with professionals using them to
connect with suppliers, customers and employers"

they may meet with less acceptance in other fields.


Blogs About Enterprise Blogging
-------------------------------

A number of well-regarded weblogs have emerged, the primary function
of which is to discuss and track developments related to enterprise
blogging. They include the following:

Business Logs

CorporateBlogging.Info (including Business Blogging Basics)


KLog News: Enterprise Weblogging News, Resources and Commentary


Mopsos - Corporate Use of Weblogs


Online Business Networks Blog


Radiant Marketing Group: A Blog Dedicated to Small Businesses
that Blog

Ross Mayfield's Weblog


The Small Business Trends Blog



Articles About Enterprise Blogging
----------------------------------

Articles and papers about the applications of weblogs in enterprises
have been published in both print and online journals, newsletters,
and news services. Some examples include the following:

Blogs in Business


Carroll, Jim: Jumping on the Corporate Blog Wagon


Cross, Jay: Blogging for Business


Easen, Nick: The Budding Business of Blogs


Golden Blogs


Lasnick, Karen and Julie Weber: Blogging: One Firm's Experience


McCarthy, Ellen: Making Blogs More Than Just What's for Dinner


Rosencrance, Linda: Blogs Bubble Into Business


Saunders, John: Enterprise Blogs: The Final Frontier


Small Business Blog Case Study: Kuhlman Auctions


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Dr L. Anne Clyde is Professor in the Library
and Information Science Department at the University of Iceland
. An Australian citizen, she has worked in a number
of countries, including Canada and Namibia, as well as in Australia
and Iceland. Her teaching and research interest in the use of online
information services and the Internet has resulted in a number of
publications, including a new book, Weblogs and Libraries (Chandos
Publishing, Oxford, 2004) reviewed by FreePint at
. She has also written
about weblogs and blogging for a number of professional and research
journals. She maintains a teaching page about weblogs at
.

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The Virtual Handshake Blog

The Virtual Handshake Blog
5/15/2008
Social Web Aggregation - The Next Killer App, Part 1

508664515_853780cf3a Remember the good old days? Back when you had to log on to one email system at work and then at night dial up your favorite BBS’s one by one, replying to all of your emails while you were logged in? (I’m showing my age - if you don’t actually remember that - just use your imagination)

But then along came the internet and the idea of a universal email client — one application from which you could handle all your email across multiple servers. And you didn’t even have to be online to read and reply to email — you could do it at your convenience.

Remember Usenet? The same thing happened there. You used to have read in real-time while logged in, but before long came aggregators that allowed you to subscribe to the content you wanted and read it at your leisure. Eventually Google pretty much took it over and turned it into Google Groups.

AOL became the largest ISP at one time not just because they spent millions on marketing, but because they offered a simple, unified interface to the internet, accessible to the typical user.

As the web grew, it became apparent that it was far too complex to simply navigate via hyperlinks from one site to another. There needed to be a centralized directory of web sites. A couple of smart people realized that they could monetize that and Yahoo! was born.

While no one might ever have imagined it was possible, the web became so complex that it outran the capacity of a topical directory, and along came search engines to fill the gap. Was Google really THAT much better a search engine than all the others? Or did the "I feel lucky" button that promised one-click satisfaction have something to do with their success?

Some of the web’s biggest brands have been built around a fairly simple aggregation concept:

* Amazon provides access to the pretty much the entire library of published books (and more, now, of course).
* eBay aggregates individual buyers and sellers.
* craigslist aggregates all types of classifieds, not just buy/sell.

And now the web is social. OK, it’s always been social, but now it’s mostly social. According to Comscore, "The number of worldwide visitors to social networking sites has grown 34 percent in the past year to 530 million, representing approximately 2 out of every 3 Internet users." In some countries, such as the UK, social networking sites account for more than 75% of all web traffic.

So where’s the super-aggregator for the social web?

Facebook wants to be it. So does MySpace. Google too. A host of startups are aggregating social networking profiles, online video and more - even multiple Twitter and Jaiku accounts.

Users are starving for this, even if many of them don’t realize it yet. As more and more social networks pop up, particularly those with niche focus, the space becomes increasingly fragmented. A new social network focused on one particular topic no longer competes with just other social networks on the same topic, but with all social networks vying for the user’s attention. And as anyone who’s ever studied GTD or any other productivity methodology knows, fragmented attention is counter-productive.

The inevitable trend is that unless social networking sites make it easier to aggregate their data, they’re going to lose their most active users to social network burnout (it’s already started). A widely-adopted, highly effective aggregation tool could stave off that trend and put the social web back on course to being an indispensable productivity tool, rather than a waste of time and a security risk.

It’s clear from the internet’s evolutionary past that whoever can figure out how to make a simple, unified interface to the social web is well-positioned to make a ton of money. But they’re going to face some significant challenges, and the technology is just one of them. I’ll address those in Part 2.

Image: Aldo Gonzales via Flickr

Trends in business information, provision and use

TIPS ARTICLE

"Trends in business information, provision and use"
By Pam Foster

The VIP publications, VIP and VIP Eye , are
concerned with the business information industry - its products, its
providers and its users. An overview of their content for the last
quarter of 2004 reveals that it was an active period for forging
alliances, as well as for buying and selling information companies.
New product development was mainly centred on company information
services, as well as mobile technology. Significantly, the influence
of Google increased, following news of its project to digitise library
content, and the launch of Google Scholar and Google Desktop Search.


New mergers, acquisitions and alliances
---------------------------------------

The last quarter of 2004 saw a number of companies involved in M&A
activity. Additionally, a number of new alliances were forged and
others were ended.

Bureau van Dijk was acquired by Candover, a London-based private
equity house. Terms of the deal weren't disclosed and Bureau van Dijk
has yet to make an official statement. A statement from Candover said:
'The key attractions of the investment for Candover were BvD's
specialised products with strong brand recognition and leading market
shares, its substantial growth opportunities and its highly
experienced management team'.

In October, Hemscott strengthened its position as an information
provider by buying bigdough, a provider of US and European information
on institutional fund managers, analysts and journalists. Not only
will bigdough's proprietary information expand Hemscott's data
resource, but its software applications will also enable the company
to launch complementary products and services across the enlarged
group. The acquisition was Hemscott's second purchase of a US
information provider during 2004. A couple of months earlier, it
acquired CoreData, a provider of North American company financial
data.

In order to concentrate on its online products, LexisNexis UK sold
more than 600 of its print-based legal and tax titles to Tottel
Publishing. The titles included books, loose-leaf works, journals and
newsletters, as well as the entire Irish list and many of the titles
published by LexisNexis UK in Scotland. Tottel Publishing is a new
venture, established by Jim Smith, the former UK publishing director
of LexisNexis. In 2003, LexisNexis sold its academic list to Oxford
University Press.

Pearson sold its stake in Spanish newspapers fuelling speculation that
it may withdraw from newspaper publishing altogether in order to
concentrate on its more lucrative and successful education division.
Recoletos, the Spanish media group and part of the FT Group, has been
sold to Retos Cartera, a consortium of Spanish investors. Recoletos
owns the Marca and Expansion newspapers. Some industry watchers are
suggesting that the loss-making Financial Times newspaper could be the
next to go. VIP Eye will be closely monitoring the activities of
Pearson over the coming months.

Dow Jones bought MarketWatch for approximately $519 million.
MarketWatch provides business news, financial information and
analytical tools, plus it maintains two free advertising supported web
sites, MarketWatch.com and BigCharts.com. It also operates MarketWatch
Information Services group which licenses market news, data,
investment analysis tools and other online applications. MarketWatch
will be integrated into the Dow Jones Consumer Electronic Publishing
business which comprises The Wall Street Journal Online.

anacubis withdrew its product line in order to undertake a review of
its businesses and technologies, with a view to merging the anacubis
and i2 product lines. The company is a division of the UK
headquartered i2 Group and, to date, both companies have sold
different products, with different feature sets. anacubis believes a
merger will create a more powerful and feature rich product. anacubis
products enable users to retrieve, consolidate and analyse information
from information vendors, web sites, enterprise databases and
spreadsheets, within a visual interface. The November issue of VIP
includes an item from Greg Coyle, General Manager of anacubis who
writes on how the information mountain can be turned into actionable
business intelligence via the use of visualisation tools.

Factiva ended its alliance with IBM Web Fountain. The companies were
co-developing a text analytics product, Factiva Insight for
Reputation, which aims to monitor Factiva's news content and web pages
for mentions of a company and its competitors, and any issues that
might affect a company's reputation. Factiva decided to look for
alternative technologies following IBM's inability to provide the
currency that the product required. Factiva says that it is still
committed to research and development in the areas of text mining and
visualisation, i.e. displaying results via charts and other graphics
which help users grasp trends and patterns from large quantities of
data. Factiva and IBM will continue to work together on other
projects.

OneSource was busy signing up new content providers, following
D&B's withdrawal of its data from the Business Browser products. To
date, agreements have been signed with six new data providers for the
European and Asia-Pacific regions. The company claims that the new
content will provide its customers with a 10% increase in global
company coverage and a 20% increase in executive coverage. Further
details of the six information companies can be found in VIP Eye, No.
21, 11 November 2004.


Company information dominates new product development
-----------------------------------------------------

The majority of notable products launched in the last quarter of 2004
were concerned with company information. The most important of these
are from Bureau van Dijk, OneSource and Hoover's.

Bureau van Dijk launched INVIEW, a new global equity ownership
product. It combines data from Heale Financial with BvD software to
offer a global analysis of equity-holding investment funds and the
quoted companies in which they invest. The INVIEW data also provides
fund information and contact details for individual fund managers.
More information on the new product, together with a profile of Heale
Financial, is available in VIP Eye, No. 23, 9 December 2004. An
in-depth review of INVIEW will be published in VIP later this year.

OneSource made available the first of a new wave of information
modules that employ pattern recognition and linguistic technologies to
extract hard-to-find information from unstructured text reports and
web sites. The company claims that it is the first business
information service to employ content mining technologies that can
extract data from analysts' reports and other resources, company web
sites and online HTML pages. Two new add-ons, Company Insights and
Executive Insights, are available as part of the Global Business
Browser product. Company Insights provides insights into the strategic
initiatives, strengths and weaknesses of major publicly-traded
companies, while Executive Insights provides fielded information on
over 400,000 VP and director-level contacts. OneSource plans to launch
UK versions of Company and Executive Insights later this year. Both
will be reviewed in VIP as soon as they are made available.

Investment by Hoover's parent D&B led to the re-launch of a new
Hoover's UK site and a new premium product, Hoover's UK Pro Premium.
The new service provides information on more than 40,000 of the
world's most influential companies; basic D&B data on 1.7 million UK
companies; D&B's database of 90,000 companies worldwide; and detailed
records on 560,000 UK companies. In line with the new developments,
Gehan Talwatte has returned to manage Hoover's UK. Gehan Talwatte was
previously CEO of PowerInfo, a position he moved to following the
closure of the Hoover's UK office over three years ago. VIP will be
carrying a review of Hoover's UK Pro Premium product later this year.


Information providers taking advantage of mobile technology
-----------------------------------------------------------

Information providers are increasingly taking advantage of mobile
technology. Three well known providers - LexisNexis, Dow Jones and
Yell - have all recently developed new mobile services.

Legal Updater, from LexisNexis, provides tailored email alerts for the
UK legal community. Alerts on judgements, legislation and regulations
on pre-selected subject areas, together with corresponding news
analysis, are received daily, twice daily or weekly on the user's PC
or Blackberry by 7.00 am every morning.

Dow Jones NewsWires are now available on hand held devices throughout
Europe. Financial professionals can select real-time Dow Jones news
covering specific asset classes in their preferred language: English,
French, German, Portuguese, Spanish, Italian or Dutch. Additionally,
MarketStream users are able to access the premium Dow Jones Economic
Alerts service, which informs them of market-moving Treasury
announcements as they happen.

Yell.com Mobile provides information on approximately two million UK
shops and businesses, accessible via mobile phones. Additionally, the
service offers full colour street maps, and walking and driving
directions from where the user is located.


Google becoming even more mainstream
------------------------------------

The impact of Google is becoming even more mainstream following the
launch of Google Scholar and Google Desktop Search, together with the
news that it is to work with the libraries of Harvard, Stanford, the
University of Michigan, the University of Oxford and the New York
Public Library, to digitally scan books from their collections so that
users worldwide can search them in Google.

Google Desktop Search has now been launched in the UK and rest of
Europe, and is available in 28 languages. Aimed at companies,
universities and government agencies, it enables organisations to
deliver Google-type search results on intranets and pubic web sites.
Google Scholar, which is still only available in beta mode, enables
users to search specifically for scholarly literature, including
peer-reviewed papers, theses, books, preprints, abstracts and
technical reports. Articles will be available from a wide variety of
academic publishers, professional societies, preprint repositories and
universities, as well as scholarly articles available across the web.

These are significant developments, and VIP will feature in-depth
items on Google Desktop Search and Google Scholar later this year.

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Pam Foster has been actively involved in the business information
industry as a writer and reviewer for nearly 20 years. She previously
played a major role in Headland Business Information since its
inception, as editor of its newsletters and directories. More
recently, she has acted as a consultant to several large information
companies. In December 2003, she became editor of FreePint's
subscription-based products, VIP and VIP Eye.

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