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February 23, 2004
Chief blogging officer
I had lunch today with the world's greatest blogger, Robert Scoble.
Scoble was a respected outsider who became an insider at Microsoft 10 months ago. He's accessible and highly connected. As a network hub, he fulfills an important ingredient for customers who love Microsoft products and services: access. His grassroots blog is not part of the company's formal PR efforts. He's BR. Blog relations.
Considering the depth and scope of his audience (he's ranked as one of the most-watched blogs according to service Technorati), Scoble should be named Microsoft's CBO -- chief blogging officer -- and manage a small but influential network of insiders who spread the word of the company's technology and relationship efforts.
For big companies, the lesson here is: Blog-accessible insiders humanize your company's public face.
Other blogs that reference Chief blogging officer:
» Microsoft's Chief Blogging Officer from Ensight - Jeremy C. Wright
I agree with Ben. Robert Scoble should be MS's Chief Blogging Officer. Figuratively, of course. But, the importance of the things Robert, and a very few other, bloggers have over the image MS projects is increasingly hard to downplay. If this ever did ... [Read More]
Well, if he gets the post, I'll apply to be an underling. Don't always agree with Robert, or MS, but I don't know anyone better at selling what they believe in, and both MS and Robert give me more cause to believe in them than not.
Scoble's contributions go beyond what he accomplishes for Microsoft and the authenticity of his voice is the reason he's so widely read. He has been quite open about his journey into corporate blogging - asking his readers for advice and feedback which he acts on publicly. To paraphrase James T. Kirk eulogizing his friend Spock, "Of all the bloggers I have encountered in my travels through the blogosphere, he is the most... human."
Marc, that's among the nicest things anyone's ever said about me. Thanks!
