This is quote simply the most articulate description of a model for blogging in general, and specifically corporate blogging, that I have read.  (Thanks to the new “kinder gentler” Scoble for the link.)  It points us towards a future that scares the hell out of every corporation today …. a future that will allow corporations to listen and talk with customers, otherwise known as real conversations. 

If it scares corporations generally, it makes Banks dissolve into a puddle of sweat – talk to customers you say;  good grief that’s what we do in the controlled environment of a branch office.  We can’t have bloggers running around talking on the internet;  who knows what they will say!

Wow … couple of very simple rules in this post – when in doubt follow the customer.  This is where it falls off the rails with traditionalists, because they will say, what about the Banks interest.  You must balance the Banks interest with the customers interest.  That’s the crux of Banks’ problem;  the general belief is that the customer and the banks interest are at odds.

Hmmm … when it comes to Banks that get it, such as Wells and BofA, they clearly understand that happy customers will result in more business for the bank.  To use that over-worked old term, its a win-win for customer and bank.

Web Strategy by Jeremiah: How to be a Corporate Blog Evangelist

# Find a champion if your voice is not loud
If you don’t have a loud voice within your organization, find someone that does, ask them to be your voice, let them champion your plans. They are easy to spot, they are already passionate and vocal about customers –align with them.

# Be able to articulate your vision
Likely, you’ll be asked to give a presentation, raise awareness, or provide a plan. It should at least include the following:

1. The web is important, and is used in most buying cycles, get stats for your market.

2. Customers trust other customer opinion above all others.

3. With blogs, customer opinion is easily published, and with search engines, they are easily found.

4. The conversation will happen regardless if you participate or not.

5. Even if you don’t participate, you must listen to the blogosphere.

6. Blogging is two-way communication, even if you don’t enable comments.
7. If you care about customers, then having an online dialogue will prove it to them.