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Evolution of the Corporate Web Into Bloggy Web

Scobelizer has done it again with “The Next Web is the Human Web”, a brilliant commentary on the future of the web, especially the corporate web.

Now, what is the Web these companies are gearing up for? Yes, you’d be right if you guessed a bloggy Web. A Web with real people talking about real stuff on it. Not a manufactured site that has no life. No soul.

Why? Cause they are seeing that what they are doing now isn’t working. People aren’t engaging with their company the way they want. They aren’t getting the Google page rank they want (or the MSN or the Yahoo rank either).

They see that their advertising dollars are bringing them less and less and they are seeing that a new word-of-mouth network has been built that’ll get stories from 15 small conversations to around-the-world newspaper, TV, and magazine coverage in 36 hours and they are scared!

He has a little test for you to help him support his theory, and I recommend you participate.

I work with many individuals and companies to turn their websites into blogs, and I agree that this is the trend, without a doubt. What do you think about corporations turning their websites into blogs or adding blogs?

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Copyright Lorelle VanFossen, member of the 9Rules Network

Member of the 9Rules Blogging Network


  1. Posted July 11, 2006 at 1:33 pm | Permalink

    Um, heh, your link comes right back to this article…

  2. Posted July 11, 2006 at 2:22 pm | Permalink

    I predict that it will last for a few years (this fad that is) and dives into oblivion with the bursting of the Web 2.0 bubble … lol

    But that is just a prediction.

    There were a lot of fads and seriously useful things that were thought to be fads the last time around. They disappeared and then got resurrected in Web 2.0 using better implementations .. but they did disappear.. some of them never came back.



  3. Posted July 11, 2006 at 3:11 pm | Permalink

    Jim: Thanks about the link.’s filters ate it. ARGH! I fixed it.

  4. Posted July 11, 2006 at 10:46 pm | Permalink

    I think it is just really gimmicky. Although for a time it may be popular and people might actually visit, eventually the thrill will die out and people will realize it is just another form of advertising. Right after it starts and becomes mainstream it will just become another thing companies do for PR. I’d even go so far as to bet money that some companies will have entire teams working on posts supposedly written by some mid-level employee. In fact if a few don’t do that now I would be astonished. At the same time I think that if they don’t already do it they are letting a golden opportunity pass through their fingers.

  5. Posted July 12, 2006 at 2:28 am | Permalink

    This is certainly becoming a government fad in the UK. There is a drive at the moment to encourage people in government to write blogs, so members of parliament and councillors are starting them with mixed results. Some of the more high powered ones have admitted to employing people to write their blogs for them, which defeats the purpose I’d say.

  6. chinmh
    Posted July 22, 2006 at 10:56 am | Permalink

    Blogs in its most useful form will have difficulties surviving in a corporate environment because they are incompatible with the hierarchies and power structures.

2 Trackbacks/Pingbacks

  1. […] Read Lorelle’s “Evolution of the Corporate Web Into Bloggy Web”, and also the Robert Scoble’s blog post she’s linked to. […]

  2. […] Evolution of the Corporate Web Into Bloggy Web […]

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