Posted on February 8, 2010 by Tac Anderson — 7 Comments
Last week Forrester announced a shift in its blogging policies. It was first reported on the Sage Circle blog and then on ZDNet. Since then, analysts Josh Bernoff, Augie Ray and Cliff Condon the VP in charge of Forrester’s social media efforts, have all chimed in.
The three main tenants of their argument seem to be:
- In rolling out a new platform they are actually enabling all of their analysts to be more involved in social media.
- They are providing greater Value to Customers by having all of their analysts thoughts in one place.
- Control of IP: Analyst firms are a content business and all content from their employees, in their given areas, belongs to Forrester.
This was not an easy decision for Forrester to make. They had to anticipate some fallout from the decision. Any time you take away something from someone there will be an outcry, especially when it’s related to social media.
This decision was surprising to many of us and logical to others. It triggered a very lively debate at Studio D over the weekend, one that I don’t think is fully settled and while there is some divergence of opinion there are some clear similarities.
Josh Bernoff summed up the most logical argument:
I cowrote Groundswell, and I believe our policy is the right one. Groundswell says that your employees will be blogging — it doesn’t say that content companies should have their content creators blog anywhere they want. If you’re creating content for a content company, that company ought to host your blog.
That last sentence is the most logical and dangerous. As more and more businesses move online, not just for their marketing but as part of their business, aren’t we all becoming content companies? If you extend this line of reasoning to its end you can see a very dangerous path that results in no personal/professional blogs by any employee.
The problem with Forrester’s decision is the heavy-handed nature it is taking in implementing it. All three Forrester bloggers talked about the new blog platform being developed and the new capabilities it would have. This is the real missed opportunity. Forrester’s goal should be to create such a powerful platform with its new blog and with the Forrester name that employees would jump at the opportunity to leave their personal/professional blogs in order to have access to this great platform.
Our own Jon Silk summed it up best:
The internet tends to have this effect on businesses, making them think it’s reasonable to stifle ideas and creativity just in case someone has a good idea and makes the corporation look bad. In reality, freedom of ideas forces everyone to up their game. Shutting down personal blogs just makes the company look scared that an individual might out-innovate them, when in reality they should push the quality of their reports to match. Information control just dumbs everything down.
The discussion should not be “does a company own your opinions, ideas and any content you create?” The discussion should be “how does a company create such an amazing platform, using both technology and its brand that the employees (and even customers and partners) will be eager to join and leave all else behind?”
What do you think? Was this smart or not on Forrester’s part? Is this a trend of things to come? Is that a good or bad thing?