Many companies setup up a corporate blog to release news, announcements, press releases and other information in a fairly straight forward and factual manner.  This is indeed a fabulous use of blogging technology to take advantage of RSS, subscriptions, tags, comments and other features to distribute the content and encourage conversations.  However, I have found the companies whose blogs contain such content are usually disappointed as to the reaction, acceptance and conversations sparked by their efforts.   Such companies should not be surprised at the sometimes lackluster performance of such efforts.  While they are using a new vehicle, they have not changed the content that is being delivered to appeal to the expectations of most blog readers.   No doubt, this format will attract those who have always been interested in the company’s news.  However, such efforts rarely attract new vibrant discussions with a community of new contacts.  To prompt the two-way dialogs with new people companies have to step beyond their comfort zones and not just present information in a new and attractive manner, but more to deliver new insights in a personal and engaging manner.  Sometimes the substance of the information may be exactly the same.  It is the relaying of the information in a manner more like a discussion prompted by an individual that promotes interest and participation.   Yes, companies may need to start with a more traditional model.  Then if they truly desire a two-way conversation they will have to rapidly move towards a less formal blog model.

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