The Economist has a great article on Robert Scoble – Chief Humanising Officer – the highest profile blogger on the web and Microsoft employee, to boot.
In a nutshell:
Robert Scoble started out as a blogger for NEC. He is now an employee of Microsoft. His blogging profile landed him the job of Microsoft’s “Technical Evangelist”. What does the job consist of? Mainly blogging!
Now, isn’t that cool!
His weblog, Scobleizer, is one of the most widely read blogs on the Internet. He discusses Microsoft, competitor products, his family and many other things that come into his mind. It’s all to do with putting things into context – if you know about the man, you’ll know where he’s coming from.
However, Robert Scoble has managed to succeed where PR types have failed before. As the Economist states,
“he has made Microsoft, with its history of monopolistic bullying, appear marginally but noticeably less evil to the outside world, and especially to the independent software developers that are his core audience.”
Scoble previously worked for NEC where his technical support skills, delivered through his blog, became a must-read. Microsoft heard of this and thought that they could do with Robert Scoble’s evangelical skills.
The Economist discusses for the most part the impact that blogging is having on traditional PR and how the threat of litigation could put a halt to the some of the key tenets of blogging: namely, its honesty and immediacy.
Original Source
If it’s in the Economist it must be true (Marketing Playbook)
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