Companies Can’t Control the Conversation

I’ve been having an interesting conversation internally at Intel about whether or not to allow comments on a corporate blog. The term “one way blog” makes me cringe.

Scoble gets right at the heart of the matter in this post – it’s not realistic anymore for a company to try to control what people say about it:

One question I got was telling “how does Microsoft control your message?”

Let go of the idea that you’re gonna control anything anymore. I told them how anyone in the world can write about how their Xbox is crashing. Any idea that you can control what people are saying about you or your company is totally out the window. The only choice you have now is whether or not to join in the conversation.

All you can do is join the conversation. That’s what I and others like me at Intel have been trying to do – get Intel to join the conversation.