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CURRENT ISSUE VOLUME 19 NO. 4 JULY/AUGUST 2008
 What The Blog?
Tips to help you navigate the corporate blogosphere.
By Eleanor Beaton
The atmosphere at the official June launch of Fred MacGillivray's blog was more pep rally than employee pow-wow. Crisp one-liners zinged back and forth from the CEO of Trade Centre Limited (TCL) and his audience of roughly 75 employees. Give-aways such as designer sunglasses were promised to reward employees who blogged back. A cake, sculpted by TCL's pastry chef into the words BLOG THAT, sent wafts of sugary air cursing through the room.
Two months after the soft launch of MacGillivray's internal blog, the relaxed, communicative atmosphere at TCL's monthly all-employee meeting seemed to suggest that "Fred's Blog" was coming close to fulfilling its primary purpose: opening the lines of communication between the CEO and regular employees. Not bad, considering that six months ago, MacGillivray still thought "blog" was the wrong kind of four-letter word.
Once the property of tech junkies, blogs (essentially online diaries) have made their way into mainstream media and corporate communications plans. While the blistering proliferation of blogs has cooled somewhat over the past year, the number of new online diarists adding their two-cents to the blogosphere is still staggering. According to David Sifry, the founder and CEO of blog search engine Technorati, there are about 120,000 new blogs being created worldwide each day.
The above excerpt was taken from the most recent issue of Atlantic Business Magazine. Our complete editorial content is available in print form only. To receive a free subscription to Atlantic Business Magazine,
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