Blogging Starts a Boomerang Effect

    January 23, 2006

Internal executive blogging is internal only, obviously. But external executive blogs have major internal effects too.

The E-mediator blog talks about the boomerang effect of corporate executive blogging, and it’s a discussion worth thinking about for those organisations about to start blogging.

“…external executive blogging is an efficient management change mechanism useful to co-orient organisational members towards new strategic objectives. The feedback loop will mobilize an external force to influence employee sense making which has a different effect on their internalization of the messages from the top. External audiences and media influence provides a powerful force in terms of employee acceptance and strategy elaboration. As they are secondary sources they often twist the change narrative away from corporate language towards more comprehensible sub cultural languages that resonate with employee lifeworlds.”

Fredrik Wacka is the author and founder of the popular CorporateBlogging.Info blog which is a guide to business and corporate blogging.

Visit Fredrik Wacka’s blog: CorporateBlogging.Info.