Blogging Breeds Biters

An interesting confluence of events this week highlight the complexities of melding blogging with journalism.

First we learn, via Rohit Bhargava, that Business 2.0 editor Josh Quittner intends to mandate blogging by each reporter. Some of the suggested benefits include "continually updated content" ... "giving journalists a personal stake [in building site traffic]" ... and, Quittner suggests that "releasing some editorial control offers faster turnaround and more cutting edge work."

According to Rohit,

"[Someone asked Quittner] what this opening of control and influx of opinion might do to the credibility of the Business 2.0 brand. To answer, [Josh described] the necessity of integrating blogs into a mainstream publication's culture ... 'blogs can create the essence of your brand, instead of detracting from it.'"

Ironically, in the same week, NetworkWorld dismissed journo-blogger Mike Rothman. Why? Because Rothman was candid about his minor gripes with a recent issue of the magazine. He bit the hand that fed him.

I wonder what Quittner will do, when & if a similar situation occurs with a Business 2.0 blogger?

This dilemma is bound to crop up with increasing frequency. Whether or not bloggers consciously attack their employers, by "releasing some editorial control" in order to gain "faster, cutting-edge work," publishers need to acknowledge and accept that that "edge" is sometimes going to cut the wrong way.

You can't tell a blogger --- even a salaried journo-blogger --- that you are only interested in opinions that don't impact your brand: by encouraging their blogging, you are tacitly relinquishing control of your brand.

In blogging, the dual requirements of Honesty & Speed trump the comforts of Safety. Let the Brand Police beware.

Continue reading here: It's Simply My Nature - Part

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