1.Sounds like something that somebody at a New Media conference would say. I'd argue that's simply preposterous. For those who are deeply into blogs, then maybe. But only if there's blog content on you that's meaningful. For the vast majority of consumers using the web, they may not rely entirely on the corporate web site, but most of them wouldn't know a blog if it bit them on the nose.

2.I'd love to hear more about this talk. Before I go on, let me say I am a Microsoft guy (blogging at http://www.communitygrouptherapy.com). I will take an exaggerated view on this. I tend to think any corporate site that does not include user to user voice/communication/dialog is inherently less valuable than it could be with that voice. Note, I didn't just say the traditional corp web is not good and necessary, but I do believe you have to open that forum to user to user conversation/debate. It's happening anyway - embrace it and learn from it.

So, dimishing? This is relative. In absolute terms, no. But relative to the collective voice now accessible via independent sites and resources than yes, static corporate pages without user discussions of some kind are diminishing in their influence.

2 cents.
Seanod
GM Communities and MVP
Microsoft
http://www.communitygrouptherapy.com

3.Shel, Doesn't it depend on the corporate website? So many sites are so poorly managed that they can indeed be irrelevant. News breaks and there's coverage everywhere except on the company's own website. You and I have both commented on this.

I guess, though, that they must be relevant if we're still going to them hoping for a miracle. That's what the research several years back suggested people do 90% of the time. They'll see something somewhere online or offline and then check in on the company's website, but only 17% will view what they find as credible. Here's the Marsteller survey from 2003 that deals with this.

Now I would argue that their visit to the corporate website is a critical point in people's opinion formation. What they see, or don't see, on the company's website will have huge implications for their perceptions of a company.

I agree with Sean above, but before companies can fly, they need to learn to walk. They're not managing Web 1.0 well. Can they skip that step and go straight to an engagement approach? I'm skeptical. Because if you can't get a frigging news release up or post a video of your CEO addressing a crisis, how the heck are you going to manage an online conversation?

OK, they need to do both. Warp speed.

4.Shel,

The corporate site may be one voice among many but it remains an important voice. I think this is particularly true if you step back and look at the cause and effect relationship between corporate press releases, news articles, and consumer generated media. Most of the online dialog is a reaction to the announcement. The challenge for corporations is to find out how to take part in the dialog they generate.

I think that the ?where? of dialog is also less important than the dialog itself. For many organizations a good place to start a dialog is where it is already happening ? joining the conversation on active sites is a valid way to start, particularly for organizations not ready to ramp up the headcount required for full-time blogging and discussion boards. Microsoft can afford all those man hours. I?m not saying that hours spent in direct dialog won?t generate cost savings elsewhere in an organization, I think they will and I?ve seen it happen. But that is a big leap of faith.

As for credibility, that is a mix of writing style, transparency, and reputation (along with many other things). Many corporations have come a long way since 2003 and have very rich informational sites. As corporations link to third-party posts to add credibility to their content (and to improve their search engine results) I am sure most will cherry pick neutral to positive posts. A ?bias-free clearinghouse? may be more than many corporations and their legal departments are ready to handle.

I enjoy watching it all unfold and I know this is just the beginning of this particular discussion. It is going to be a very, very interesting year.

5.How true

6.Really true

7.Really true...

8.Really how very true

9.Really how very true122

10.Really how very true1226