The Canute Business Blogging Barometer

So, many corporations are trying to figure out what they should do about this blogging phenomenon. It struck me that there should be a handy scale so that corporations could assess how well they’re doing. Seeing the gyrations of some corporations, it struck me that King Canute might be a suitable symbol of attitude on blogging. Of course King Canute got a bum rap since he was trying to prove to his courtiers that he could not stop the tide coming in. Nevertheless he is often seen as a symbol of those who want to stop inevitable progress. So with all due apologies to him, the scale is measured in canutes. We’ll illustrate the scale with a few benchmarks

The top of of the scale is 5 canutes.
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Here you’ll find the corporation that wishes to exert very tight control of all outgoing communications and everything goes first past the legal department then on to the CEO. Blogging is forbidden. There are many examples of this: you can think of your favourite one.

Just below this is 4 canutes.
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Here you’ll find the corporation that would like to exert very tight control of all outgoing communications and have everything go first past the legal department then on to the CEO. However they realize this is becoming less politically correct. So blogging is tolerated within very strict guidelines. Again you can think of many examples.

The 2 canutes point on the scale is where it begins to get interesting. You’ll find many corporations sitting at this point.
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Such corporations give a great deal of latitude to individuals but a clear blogging policy exists and some disciplinary action may result for any breach or for what may be deemed to be negative comments. Some of the most surprising companies are at this point. For example check this comment seen at Threadwatch.org and attributed to someone within Google. “Google doesn’t get Blogging? So says Google Engineer…

Of course 0 canutes point is the ideal. Here the corporation relies on the good sense of its employees and knows that a strong team spirit within the corporation will result in largely appropriate blogging.

It’s an interesting exercise to try to award canutes to your favourite big corporation. So what would you give Microsoft, Intel or Apple?

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