Speculation was rife at the beginning of March that Nikon was about to release the D3 flagship digital Single Lens Reflex (SLR) camera, with a rumoured ‘Fullframe’ or possibly ‘1.1x’ sensor format. This would put the company head-to-head with main competitor Canon in a highly visible sector of the premium market, but would represent a change of course from the organisation’s investment in DX, or APS-C format sensors and equipment. This case study examines the pros and cons.
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Corporate blogging is the newest weapon in the reputation arsenal. Spider and back-track sites such as Technorati ensure that everyone you reference will check your blog — at least the first time. But blogging is a weapon that can point in both directions. Some CEOs have embraced it, while others have introduced strict disciplinary policies against it. If you decide to go down the blogging route, what are the factors which distinguish you in the blogosphere from teenagers, disgruntled employees, and poorly informed citizen journalists?
There are a number of reasons why you, (or your CEO, if that isn’t you), might want to turn your hand to corporate blogging. First, it gives you a new avenue for free publicity on the web. Blogs are mined for information more rigorously than almost any other form of web-expression. Second, it lets you speak ’straight from the horse’s mouth’, whenever you feel like it, without the constraints of corporate newsletter schedules or the risk of journalists misusing your press release for other purposes. Perhaps most importantly, it gives you the chance to build an almost intimate relationship with a large, interested audience, who cannot but thank you if you give them insights into an otherwise closed world.
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