Dark Blogs Case Study 01 - A European Pharmaceutical Group
Suw Charman has shared Dark Blogs Case Study 01 - A European Pharmaceutical Group. I've just had a scan because I love cases and stories to place ideas and processes into the context of practice. Suw introduces the piece:
I'm pleased to announce the arrival of the first Dark Blogs case study, examining the use of Traction's TeamPage enterprise weblog software for a competitive intelligence project within a large European pharmaceutical group. The case study examines the reasons why blogs where chosen, project planning, implementation, integration with other business systems, editorial process, launch and promotion, training and adoption.Part of the case shows it's sponsorship: the software company which was used in the case. That's fair, but a bit distracting. My presumption is they funded the work.
I appreciated the company's feedback which avoids hyperbole and says "time will tell" if the experiment pays off. (Hype is an instant turn off!) I was particulary interested in how they integrated their blog software and processes into their existing tools and processes; something that you don't hear about often and which I think is important for sustainability. I was intrigued at the different levels of access to different blogs. Pretty complex.
I was suprised at the level of control over blog content, but I also don't have a grasp of issues in the pharma industry. Still, what would have happened if there was less control?
Here is a bit from the summary from within the PDF
Despite a lack of prior art or external expertise regarding blog-based projects in enterprise to draw upon, the CI team have created a project which successfully addresses a clear business need, and which in many ways begins to define internal blogging best practice:Want to share the case? "This case study is released as a 28 page PDF (2.3 MB) under an Attribution-NonCommercial-ShareAlike Creative Commons licence for you to download and distribute." That's sweet!
In terms of problems, the oft-expected problem with user adoption did not materialise. However, there have been minor issues around cultural change which fall into two categories: Firstly some users have not clearly understood the ramifications of posting a comment, thinking that their comments would be visible only to the blog post author, rather than the whole user community. Secondly there has been some scepticism regarding the value of allowing users to push back on company decisions that have already been made and are being acted upon.
These issues are being dealt with on a case by case basis, and as people come to understand more clearly how the tool works and become more comfortable with the cultural changes that blogging engenders, these problems should be ameliorated.
enterprise_blogging, Suw_Charman, Dark_Blogs