Star bloggers getting traded: consequences?

Nicholas Carr recently posted an article about corporate bloggers and risk. If high-profile people like Robert Scoble leave, what does that do to the company?

(His comments on Roughtype are screwed up, so I’m posting this here.)

Among other things, he said:

So Microsoft’s self-styled human face is now some other company’s human face. This must be the first corporate human face transplant ever attempted. Will it take? Or will the new body reject the used puss?

… and …

A company should probably be a little nervous about letting some blogger set up shop as its human face. The earnings the blogger pulls in through the attention economy may accrue more to his own bottom line than the firm’s.

My reply, which I would have posted in his comments, but Typepad thinks I’m logged in but won’t post my comment, and then won’t let me log in, because I’m already logged in, even after I log out. Yay.

Agree it’s a problem. but …

What’s the alternative? Same old same old mass media we talk you listen approach? Won’t last long.

The better way is in good old-fashioned business logic: never put all your eggs in one basket. Encourage many employees to blog, rather than just one superstar.

And that is indeed the revolution that Scoble led at Microsoft.

Fix your comments, Nicholas!

[tags] nicholas carr, robert scoble, blogging, corporate, john koetsier [/tags]