"in group"
The same may be true for blogging. The number of people that know about what a blog is among my clients is very small. Intuitively I would say less than 2%. What would put them off? Anything technical. Blogging has to be made really easy.
Why do I mention St Paul? At the outset of Christianity there was a huge debate. The "In Group" as lead by the surviving disciples of Jesus insisted that to be a Christian you had to be a Jew. This meant adult circumcision for the men and backseat behind a screen for the women. Quite a "technical" hurdle!!!. Paul argued that all men and women should be able to become Christians - guess who won? Pride in coping with the technical sides of blogging is a block for take-up.
The real opportunity is when a group of "Ingroup folks" maybe like "socialtext" really engage with organizational life and find the fit. Step 1 has to be"Easy does it" Easy does it demands that anyone who can type can set up a good blog and that there are a number of great templates. We are exploring Typepad to see if we can make it even easier.
Step two has to be finding the immediate felt benefit. This is more challenging and I think demands that we find parts of an organization where building a community will help - maybe in the entire support area. This is where the whole KM issue rears its head. The idea of content management is an exceptionally stupid idea that flies in the face of how we understand knowledge. Only a small fraction of knowledge is explicit - the vast bulk is implicit - ie it is ten times better to talk to someone about an issue than to try and find what he has written about it. Who wants a manual when you can be walked through? BP has been a leader here in seeing that their key system issues is to find a way of connecting people with questions to people with answers. Each employee has a personal website that amongst other things has a lot of info about what they know. The deal at BP is that if you have question you search for the person.
Why should we care anyway? Blogging is our path back to being human at work. Blogging reveals who we are to not only others but more importantly to ourselves. For the first time mankind - the great tool maker - who has used tool making ingenuity to make the world and himself into a tool, or a thing, has created a tool that renews and brings back what it is to be human.
So like Paul - we are faced with an historic choice. We can relegate blogging to geekiness and tool making or we can work to change our relationships back from machine to human.
What do I mean by this bold statement? We can change democracy by making it essential for politicians to be real and to listen to us. We can get the issues that make sense on the table other than spin. We can make management of organizations transparent and give organizations a human Cluetrain voice. We can change how we learn - from each other rather than from institutions. We can change healthcare by empowering fellow sufferers to help each other rather than to rely on the priests of medicine. We so change the world as Paul did.
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