HP's Erik Kintz, author of the Marketing Excellence blog, recently had a really good idea. Why not invite a handful of passionate marketing bloggers to converge on a single blog entry (new word: blogpiling?) about the pros and cons of corporate blogging. And so I was invited to participate in such an endeavor, along with David Armano or Digitas, David Churbuck of Lenovo, Dan Greenfield of Earthlink, and Will Waugh of the ANA. The entry, entitled "Why Blogging Matters -- Degrees of Perspective," provides a diverse, yet integrated, range of perspectives on all aspects of corporate blogging. My section, entitled "Drive Harmony in Conversational Touchpoints," basically argues that we need to be careful to ensure our blog initiatives to not drive too much "touch-point discontinuity" in the organization.
At the end of the day: we need present ourselves consistently across all consumer touchpoints. Blogging is a great way to put a fresh new face on a corporate structure, but the rest of the organization can't be too far behind. As corporate leaders, we need to develop the right strategies and tactics to ignite and catalyze positive change leveraging blog tools and methods while keeping the rest of the organization in tow. What’s most needed right now is a holistic vision and discipline around what I term “Listening-Centered Marketing” which presumes from the get-go consistency across all consumer touchpoints.
The other entries are excellent, and reflect impressive levels of experience, so give it a close read. (And then read it again.)