Corporate Blogging: Mindset vs. Motions
September 30, 2007 – 9:15 pmI have been a part of setting up and advising blogs for various businesses. From actually hand designing the blog, to setting up parameters, to explaining what it’s about, why comments are important, and so forth. Over this period of time, something has been setting in on me like the need for sleep after a long deadline-ridden night. I think this something, this mojo, is part of what allows companies that are getting involved in social media to really soar.
This mojo, as I see it, is whether the company chooses the mindset or the motions.
The idea of social networks and of blogging is about connecting, experiencing, and sharing. It’s about relationships. Commonalities. People’s identity. There’s really an entire philosophy behind the internet, a mindset.
Companies that just go through the motions and ignore the mindset- they don’t get it. Maybe they never will. And because they just go through the motions their social media will never win. It won’t lead to the really fantastic relationships.
But companies that strive for the mindset and really work to adopt it, because it is work, those companies, they’ll win. They’ll get respect and connect and experience. John Moore put up some notes from the people behind Direct2Dell. Direct2Dell isn’t perfect, but they’re a fantastic example of a company who is working to adopt the mindset, not just learn the motion.
Mindset will always win over motion.
