I’m part of the Avenue A | Razorfish team responsible for our employee blogging program. As such, I co-wrote our employee blogging policy, which happens to include this gem of a statement: “keep up with your work. Don’t let blogging interfere with your job.”
Man, that’s what I call old-world thinking.
At a time when Forrester Research urges agencies to become more connected with consumers, marketing executives need to think like this: “Blog as much as you can to stay connected to the world around you. In all things, strive for balance. Don’t let your other work responsibilities interfere with your blogging, and don’t let blogging interfere with your other work responsibilities.”
Forrester’s new report, “The Connected Agency,” urges agencies to become active participants in consumer communities, not just observers. Employee blogging isn’t the answer to being a connected agency, but it’s an important part of having a real dialogue with your community, which leads to stronger consumer insight.
Time to tweak our company policy.