Estimated reading time: 1 minute, 19 seconds

THE PERILS OF BLOGS

When I read the new entry on the Executive Insight blog in the Microsoft Dynamics Financial Community page, I was looking for new content in the comments posted by David Pennington, director of Microsoft Dynamics annuity product management. But it was largely a description of existing features of the business-ready enhancement plan. But then I realized that comments on a post by MBS head Kirill Tatarinov referred to a post Tatarinov made in February. And that was the last time anyone posted on this blog unit Pennington put his article online on June 1 under the title “Harness the Power of Services for the Dynamic Business,” Part III.
The journalist in me doesn’t like series of articles that spread out so far with Parts I and II posted in January and February. With that much separation it’s hard to understand why the reader would consider the articles truly related. And from the vendor’s point of view, it’s not very easy to establish readership of a blog with such infrequent posts. If management doesn’t have time to post these, and I think many executives don’t, offering such blogs doesn’t help establish management’s expertise. These things require great care and feeding. Infor provides the best example of how to do this with the weekly contributions from chief strategy officer Bruce Richardson. Since he was a research analyst, Richardson wrote in volume and I suspect most companies would better off designating an executive who is accustomed to writing regularly than relying on a top officer simply because that person is No. 1.
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