David Kline points out that it is not just about mastering a new technology. Blogging tools are easy to learn and use. New tools will soon make it easy for everyone to post anything online - text, audio, video, you name it. All thorough one interface and with minimum number of clicks.







It is also not about ROI. Blogging costs less than those mindless HR sessions and can be integrated easily with the normal work schedule. Why waste time dealing with all that spam in your E-mail? Put out your thoughts in a blog instead.







The real problem, David believes, lies elsewhere. Companies operate on on ‘push’ down philosophy. Despite all the customer service mantras, there is a big wall between the producer and the user.



Blogs have made it easy for the consumers to hit back at the big names- take Sony’s root-kit case for example.







Managers fear that full-fledged (2 way) company-run blogs will allow the consumers to dictate terms to them. Which is a good thing, but not for the suits. Even if a company decides to go the whole way, soon it will resort to moderating all the content, and that will be the end of it. We will get to see the positive testimonials but not the complaints.







It does not surprise me that most companies will use blogs sparingly or for showing off their ‘edginess’. I bet blogs are only good for one good photo-op/screenshot for the top brass.







Later: Press releases, anyone?