Elizabeth Albrycht, co-producer of the New Communications Forum, Christophe Ducamp – Founder of Elanceur, Guillaume du Gardier, founder of the CEO Bloggers Club and Neville Hobson, a communication practitioner who blogs daily at NevOn have launched Blogging Planet.
Blogging Planet offers consulting and training for corporations interested in using blogs, wiki or podcast to support their communication.
While I love their concept of "ecosystem", I was stuck by the following comment: “it is the medium -- the network you build -- that matters, not the message -- the content.”
While they may purposely downplay the value of network over content to emphasize their point, I would argue that good content is still key to create a good network.
Making corporations aware of the ecosystem surrounding them is an excellent thing and many executives will be fascinated to see how messages are relayed and amplified in the blogosphere. The question is what role these corporations want to play in this ecosystem? It obviously depends on their communication needs but most companies are looking to benefit from the thought leadership deriving from authoring or aggregating content.
Increased links to a company websites or blogs will certainly increase search engine ranking but why should someone link to a website at the first place if there is no interesting content there to be found?