"We envision a day in the future when companies that don't blog will be held suspect to some degree, wih people wondering whether those companies have something to hide or whether the owners are worried about what the people who work for them have to say" (p. 1).
Are universities and schools in this category? If principals, teachers, professors, college deans and presidents blogged, what would this do for our schools and universities? Is this a way to get in touch our students, potential students, parents, taxpayers, critics?
Scoble and Israel go on to write:
"If you choose to join the conversation , your company will be better for it, and your customers will be happier. You will develop better products and services by enjoying their collective wisdom, and you will save a ton of money by dumping expensive marketing tactics that not only don't work, but annoy the people they target" (p. 2).Sounds good to me. Who wouldn't want to get in on this? Is this real? Can I really engage in deep and meaningful conversations with people online or is this just true in some aspects of the business world? Sure there are haters and lovers of Microsoft, but do people have the same passion about their schools or their universities.... I mean besides the sports teams?
More from Scoble and Israel:
"The revolution is about the way businesses communicate, not just with customers but with their entire constitiuencies-- partners, vendors, employees, prospects, investors and the media" (p. 3).School and universities have all of the audiences as well as businesses. For the most part we have been more distant than many businesses from our students, investors (taxpayers), employees, and so forth. And we have never had the resources to effectively market our products and services. Shouldn't we be exploring a technology trend that promises to increase our ability to talk with those who care about our work?