Comments on: Machiavelli works at Waggener-Edstrom http://www.churbuck.com/wordpress/2007/03/machavelli-works-at-waggener-edstrom/ Commentary on media, technology, marketing and clamming strategies Wed, 17 Mar 2010 15:04:03 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: site admin http://www.churbuck.com/wordpress/2007/03/machavelli-works-at-waggener-edstrom/comment-page-1/#comment-69888 site admin Wed, 28 Mar 2007 23:39:35 +0000 http://www.churbuck.com/wordpress/?p=1108#comment-69888 Or give them all blogs and wikis and tell them not to shoot their toes off .... Sorry. You're right. Too often I subscribe to "lead the horse to water" model and don't feel like evangelizing what I feel is obvious. Sort of the same mindset I took in 1994 when I told the biz dev guys at Forbes that they were morons to do a Prodigy/CompuServe deal when the Web was coming. I wound up managing the CompuServe project (and eventually got the website), but I should have spent more time educating and less time being "change agent. Or give them all blogs and wikis and tell them not to shoot their toes off ….

Sorry. You’re right. Too often I subscribe to “lead the horse to water” model and don’t feel like evangelizing what I feel is obvious. Sort of the same mindset I took in 1994 when I told the biz dev guys at Forbes that they were morons to do a Prodigy/CompuServe deal when the Web was coming. I wound up managing the CompuServe project (and eventually got the website), but I should have spent more time educating and less time being “change agent.

]]> By: mark http://www.churbuck.com/wordpress/2007/03/machavelli-works-at-waggener-edstrom/comment-page-1/#comment-69874 mark Wed, 28 Mar 2007 22:24:48 +0000 http://www.churbuck.com/wordpress/?p=1108#comment-69874 This is interesting. Depending on where you stop penetrating the layers, changes who you think is pulling the strings and how deep the "manipulation" is. This is like the plot of a fairly good con movie. Maybe I come away with the conclusion that the PR firm helped to leak the doccument to create controversy (your point#2). Everyone else is just operating and reacting to the layers on top of that, where other people stopped to make their arguements. But, say for a moment that it is true that there is diversity of opinion within MS about social media efforts. Some cling to the previous PR / Analyst, press release model, while others want to take it to the streets in blogs, forums, etc. Doesn't this dichotomy perhaps exist in most companies that weren't born on the web, or deal soley in media / content? How does one drive change within the company? A view I encountered yesterday over diner, was that as long as the web and communication execs "get it" then all is well. I submit that it is more difficult if the awareness and participation is limited to the organizations that are formally charged with implementation. I'd be a proponent of an "imersion" experiences outside executive's normal disciplines. Send your financial, services, supply chain, even IT execs to a social media forum / convention. Having them see & hear first hand about the ways in which companies are getting close to their customers through blogs and forums, could accelerate change. This is interesting. Depending on where you stop penetrating the layers, changes who you think is pulling the strings and how deep the “manipulation” is. This is like the plot of a fairly good con movie. Maybe I come away with the conclusion that the PR firm helped to leak the doccument to create controversy (your point#2). Everyone else is just operating and reacting to the layers on top of that, where other people stopped to make their arguements.

But, say for a moment that it is true that there is diversity of opinion within MS about social media efforts. Some cling to the previous PR / Analyst, press release model, while others want to take it to the streets in blogs, forums, etc. Doesn’t this dichotomy perhaps exist in most companies that weren’t born on the web, or deal soley in media / content?

How does one drive change within the company? A view I encountered yesterday over diner, was that as long as the web and communication execs “get it” then all is well. I submit that it is more difficult if the awareness and participation is limited to the organizations that are formally charged with implementation.

I’d be a proponent of an “imersion” experiences outside executive’s normal disciplines. Send your financial, services, supply chain, even IT execs to a social media forum / convention. Having them see & hear first hand about the ways in which companies are getting close to their customers through blogs and forums, could accelerate change.

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