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DANGER OF BLOGS—ONE OF A SERIES

SAP has followed in the path of many other companies whose executives have decided that a blog is a good thing. That path is one that shows few results. The company’s Home Page has links for three blogs, listed as social newsrooms, One of these newsrooms, Jim and Bill, is from the German company’s co-CEOs. Unfortunately the only entry is the one posted about the company’s Sapphire conference, which was held in May. In fact, all three blogs, which include Innovation Now and Sapphire, touched on the news for Sapphire which was held in May. 
I keep going back to the basic rule of posting which is that if no new entries are made for a long time, visitors will stop going back. Another way of looking at the problems of executives writing blogs is the Executive Insights blog on the Dynamics community Web site. The last entry, June 21, was about how to refer to Dynamics brands. I’d expect inspirational writing, motivational prose or simple cheerleading. In fact, I would have expected something as a build up to the WorldWide Partner Conference, but there was nothing. Hint: If execs can’t produce writing, get a ghost writer. The Big Four accounting firms can give a lot of advice about putting partners’ names of articles written by the communications staff.
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