Voici la réponse donnée par Shel Israel à la deuxième question que je lui ai posée (voir ici la première). Je rappelle qu'il ne s'agit que d'un complément au billet sur leur livre. Les blogs permettent, entre autres choses, de publier l'intégralité es entrevues. Celle-ci a été réalisée par courriel.
- How do you see the impact of the conversational revolution on the internal working of companies? What is the relationship with blogging for the outside?
My expertise is somewhat limited on internal blogging. They are being massively adopted as a cleaner, faster, easier intranet. IBM has thousands of internal blogs, which is most interesting because it would imply that their own Lotus Notes is being shunted aside. In Naked Conversations, we discussed Paul Otellini, Intel’s CEO who uses an internal blog to interact with his 86,000 employees. After more than a year of this experience, there has been only one breach of the confidentiality he requests of them. A C-level officer has used social media technology to chat online with thousands of his employees.
The relationship between blogging organizations and their constituencies has monumental implications. Word of mouth has always been the best marketing method and blogging is the first technology that enables word of mouth on a global level. All of marketing efforts, I think, should be driven toward answering a single fundamental question and that is “What goods and services do my customers want” and blogging is the best way of getting an accurate and dynamic answer. Blogging lets you show a human face, that you have employees you trust to speak in their own vices, that you are willing to listen respectfully to sincere criticism. I see the day not far into the future when every employee is given his or her own blog at the same time they get an email account. I also see a day soon coming where companies that don’t blog will be held in suspicion because of their apparently closed cultures.