Corporate Blogs

NYTimes

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January 7, 2006
What's Online
A Blog That Blogs Corporate Blogs
By DAN MITCHELL
THE Fortune 500 Blogging Wiki (socialtext.net/bizblogs) amasses blogs maintained by employees of the biggest American corporations.

The goal, according to the Wiki's creators, is to collect "active public blogs by company employees about the company and/or its products."

But that can quickly become complicated. As Stephen Baker points out in Business Week's

Blogspotting, "blogging is about niches."

"Big companies have lots of them," Mr. Baker says, "and can spawn lots of blogs."

For instance, Mr. Baker notes that Jason Calacanis's blog, which focuses on technology, blogging and media in general, as well as personal stuff, is counted on the wiki as a Time Warner blog. (Mr. Calacanis created Weblogs Inc., which was bought by Time Warner.) But, Mr. Baker says, Mr. Calacanis "writes about his niche - not much about Dick Parsons or the layoffs at Time magazine."

Still, the nature of a wiki, which can be edited or updated . . .