Back in 2004, some site called “Switched” (which is now Huffpost Tech, apparently) held a contest called “The Perfect Corporate Weblog Pitch.” The goal was to come up with the best explanation of the value of a corporate weblog in 160 words or less, or about the time it would take to go on an elevator ride.
Here was the winner, which I think is really quite good.
First, think about the value of the Wall Street Journal to business leaders. The value it provides is context—the Journal allows readers to see themselves in the context of the financial world each day, which enables more informed decision making.
With this in mind, think about your company as a microcosm of the financial world. Can your employees see themselves in the context of the whole company? Would more informed decisions be made if employees and leaders had access to internal news sources? Weblogs serve this need. By making internal websites simple to update, weblogs allow individuals and teams to maintain online journals that chronicle projects inside the company. These professional journals make it easy to produce and access internal news, providing context to the company—context that can profoundly affect decision making. In this way, weblogs allow employees and leaders to make more informed decisions through increasing their awareness of internal news.
And, he wrote a book, which I am now reading: The Art of Explanation