The Corporate Weblog CounterManifesto
The Corporate Weblog CounterManifesto - RG News
Here is my counterpoint to the corporate blogger manifesto Robert Scoble has just published through the ChangeThis initiative. He has gotten some really good points.
But the view of the emerging grassroots, semantic Web should reflect some universal laws that seem not yet to find way in its credo. For one, on the Web diversity is sacred, and because of this, Scoble's guidelines may apply to only a restricted and not particularly forward-looking group of future pro bloggers.
Robert's manifesto carries too much of the old-way of seeing and doing things.
Robert's manifesto carries too much of the old-way of seeing and doing things.
It shows he has read and understood some of the key principles of the new grassroots journalism he seems to be heralding but it smears them with old-fashioned ways of thinking about business and communications.
I would be certainly hesitant at recommending this manifesto as is, especially to those who seriously want to embrace this new medium with the goal of augmenting their authority and credibility.
For the goal Robert Scoble sets out to support with his mainstream manifesto, "wanting to create a blog for your company or product", there seems to be no indication of what kind of company/product this may apply to if not for the categories Mr Scoble maybe most familiar with (e.g. Microsoft-like products and tools).
The Scoble Bloggers Manifesto translates to me as "how to make a site that looks like a blog and how to sneak rapidly more traffic, attention and authority without having understood the new rules grassroots journalism fully requires".
I imagine Robert didn't want to be this serious, but I find the opportunity he offers me absolutely unique to let it go without using it as a catapult.
Here is the Scoble Manifesto (his original points in italic) followed by my counter ones. In full bold, with hardly any comment, the points where we fully agree (6 out of 21)
1. Tell the truth, the whole truth, nothing but the truth.
Say what you believe in, feel good and right. Remain aware that truth has multiple faces and that multiple point of views can be right at the same time.
2. Post fast on good news or bad.
Don't rush to press. Thin always what your mission is, and follow speed only when it can make a true difference in your readers life, not in your traffic stats.
3. Use a human voice.
4. Make sure you support the latest software/web/human standards.
Support "open standards" and stay away from those who preach "standards" without ever making it very clear which standards they are referring to. (see Microsoft Windows, Microsoft Word, Internet Explorer as a good examples of fake, dangerous "standards").
5. Have a thick skin.
Yes, be prepared for criticism and don't despair because of it. The more you have, the more you may actually be on something relevant and to which people resist seeing through. Stay on it like a Doberman and don't ever try to answer all of the questions that come up to you before having answered the ones that are in your headspace first.
6. Don't ignore Slashdot.
Get yourself updated with the best independent, grassroots news resources out there. It doesn't have to be Slashdot at all. It clearly depends on the topic and industry you follow. Rather, as a general rule, follow those who outside the mainstream newsmakers, make most sense to you, while continually stretching your view on things.
7. Talk to the grassroots first.
Talk to those you think know better. They can be at the bottom or at the top of the ladder and believe me, they all increasingly count. Don't slot yourself with the grassrooters nor with the corporate suits. Stay open and listen closely to all.
8. If you screw up, acknowledge it. Fast.
9. Underpromise and overdeliver.
10. If Doc Searls says it or writes it, believe it.
Question the Doc too. He gets most everything right when he looks ahead, but he is not alone. Extend your resources and don't herd after anyone.
11. Know the information gatekeepers.
Know your mavens, salesmen and connectors. You are not at war with other companies. If you think are you are stuck in the past and need to re-read again the Cluetrain for some enlightenment (as if the Web in front of you wasn't enough of an evidence).
12. Never change the URL of your weblog.
Irrelevant. Do not fell prey to these marketing commandments. It is evident that no-one enjoys changing home or URL, but if the return provides much greater benefit, believe me, this is not going to kill your reputation, authority or reach in any significant way.
13. If your life is in turmoil and you are unhappy, don't write.
Don't let your physical or psychological condition influence your ability to report and scout for good information. Since you don't have to share the inner layers of your soul to be a valued "blog reporter" it is OK to have personal problems and at the same time produce great pro work. Great artists, actors included, leverage these energies to perform and prepare at even higher standards than when their personal lives are fine. Learn from that. Stand up to it!
14. If you don't have the answers say so.
If you don't have the answers, the questions, or the issues clear in your mind, just don't write. Nobody is expecting this from you.
15. Never lie.
16. Never hide information.
Provide as much information as you can from all the different sides complementing a thorny issue, and provide multiple and diverse opinions to your hottest discussions. Everyone, consciously or unconsciously hides information from view in the goal of bringing other information to the foreground. Be honest about your goals upfront and you won't have this ghost following you.
17. If you have information that may get you into a lawsuit, see a lawyer before posting it, but do it fast.
If you have information that is hot about a company make sure you are transparent, rich in references and that you provide tangible verifiable facts in your blog reports. Don't accuse, report facts. When possible, inform the company involved before doing your number and then take your decisions from there.
18. Link to your competitors and say nice things about them.
Link to valuable resources and credible people. Get it over with this corporate chicanery. Any other move will be seen as what it really is. Playing the traditional power game where transparency, honesty and credibility never make to the Top40.
19. BOGU. This means "Bend Over and Grease Up."
See above. Forget about it. Wrong road. Dead end street. Better go back to work for TV, newspapers and old-fashioned network radio. Get hired by a record company.
20. Be the authority on your product company.
21. Know who is talking about you.
Here is the original Robert Scoble Corporate Blogger Manifesto
September 6, 2004 at 09:10 PM in Corporate Blogging | Permalink
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