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Monday, March 24

Blogging to employees – on the Internet

by Toby Ward on Mon 24 Mar 2008 02:27 PM PST

Some inventive and enterprising organizations like Alaska Airlines and the U.S. Army used to maintain their intranet home page on the public Internet (though they’ve both since closed off the home pages to the public).

Others organizations, in attempt to find scales of economy, use a single web platform or tool (often a CMS or a portal solution) that serves all audiences, and serves up content based solely on the audience. So whereas there is a single home page for customers, employees, vendors, etc., content is additionally served-up based on the identity of the individual (often requiring the person to login to see that customized or ‘personalized’ view). The Internet, intranet and extranet sites are merely one-in-the-same but the content is different for each audience.

SYNNEX Canada CEO Jim Estill started his own blog on the public Internet nearly 3 years ago. Estill’s blog, CEO Blog - Time Leadership, though has a multi-audience focus. Though his blog is external, his employees are one of his primary targets, and comprise some 25% of his total readership.

Read the entire case study: Blogging case study: SYNNEX Canada

Estill presents this case study at the upcoming 2008 Social Media Summit Canada Conference in Toronto, ON from March 31 - April 2, 2008).

Do any of your executives maintain an external blog that is also aimed at employees? Do you have multi-audience web platform that serves as both intranet and Internet (and possibly extranet) sites? Drop me a line at toby at prescientdigial (dotcom) and I may feature it in an upcoming feature.

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