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         <Summary>It makes sense to be proactive about assessing risk factors in your corporate blogging strategy.</Summary>
         <Description>&lt;p&gt;Wanderings recently discussed a Blogging Risk Assessment that her company's IT group performed --&lt;/p&gt;&lt;blockquote dir="ltr" style="MARGIN-RIGHT: 0px"&gt;&lt;p&gt;&amp;quot;&lt;em&gt;...an internal self-moderating team was pulled together to help reduce the risks associated with internal corporate blogging. One of the purposes of the team is to ensure that the internal blogosphere stays around a while&amp;hellip; Other purposes are to remove any offending content ASAP and to role-model appropriate blogging. &lt;/em&gt;&amp;quot; -- &lt;a title="Wanderings: Blogging Risk Assessment" href="http://wanderings.wordpress.com/2006/02/06/our-corporate-blogs-are-moderated-to-ease-risk-aversion/" target="_blank"&gt;Wanderings&lt;/a&gt;&lt;/p&gt;&lt;/blockquote&gt;&lt;p&gt;&lt;a title="Small Business Blog Help, Part 2: 10 Key Benefits, 3 Key Risks" href="http://www.businessblogwire.com/2007/07/small_business_blog_help_notes.html" target="_blank"&gt;Business BlogWire&lt;/a&gt; offers this advice to mitigate risk - &lt;/p&gt;&lt;blockquote dir="ltr" style="MARGIN-RIGHT: 0px"&gt;&lt;p&gt;&amp;quot;&lt;em&gt;Avoid legal trouble by publishing original, accurate and non-inflammatory information. Know your &lt;a href="http://www.eff.org/bloggers/" target="_blank"&gt;rights&lt;/a&gt;, too&lt;/em&gt;.&amp;quot;&lt;/p&gt;&lt;/blockquote&gt;&lt;p dir="ltr"&gt;Unfortunately this doesn't mitigate any risk except avoiding a copyright lawsuit. There are many more things that can go wrong when you (or your staff) opens up to the public Web. One thing in this article caught my attention - unrelated to blogging risk, but worth a mention...&lt;/p&gt;&lt;blockquote dir="ltr" style="MARGIN-RIGHT: 0px"&gt;&lt;p dir="ltr"&gt;&amp;quot;&lt;em&gt;Save time and money by constantly learning about cheap or free blogging resources and doing as many things yourself as possible&lt;/em&gt;.&amp;quot;&lt;/p&gt;&lt;/blockquote&gt;&lt;p dir="ltr"&gt;This is simply foolish - no business should ever take this advice about anything. &lt;a href="http://premierespeakers.com/geoffrey_moore" target="_blank"&gt;Geoffrey Moore&lt;/a&gt; explained the difference between core and context a decade ago - any business that avoids this advice cannot outdistance its competitors. Smart businesses outsorce context and focus on core. &lt;/p&gt;&lt;p dir="ltr"&gt;If blogging *is* your business then yes - do what Business BlogWire says - but if your business is anything &lt;strong&gt;&lt;u&gt;BUT&lt;/u&gt;&lt;/strong&gt; the business of blogging expertise, outsource as much as possible - build a blogging strategy that helps your company &lt;a title="Do you want to be a " href="http://blogsite.com/public/item/179599" target="_blank"&gt;benefit from the blogospere&lt;/a&gt; but doesn't require your staff to become &amp;quot;bloggers&amp;quot;.&lt;/p&gt;</Description>
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                   <Title>Core versus Context - Core creates value that competitors can't replicate</Title>

                   <Synopsis>My analysis in a nutshell is that core activities are those that increase the sustainable competitive advantage of a company.</Synopsis>

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                   <ns3:Value>I think this is a really positive outcome - the lawyers are happy and the bloggers are happy.</ns3:Value>

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         <Description>&lt;p&gt;One of our &lt;a href="http://blogsite.com/"&gt;MyST Blogsite&lt;/a&gt; clients recently asked if we supported unmoderated commenting. We don't; here's why.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Comment Friction&lt;/strong&gt;&lt;/font /&gt;&lt;/p&gt;&lt;p&gt;Adding a new class of contributors requires that we get them to agree to &amp;quot;terms of service&amp;quot; that meet both the DMCA (Digital Millennium Copyright Act) and CDA (Content Decency Act). The content posted and comments moderated by authors and administrators both fall under the author's responsibility as it relates to the agreed-upon terms of service. Therefore, following this idea to its logical conclusion suggests additional friction in the commenting process. While a blogsite owner may feel like open and unmoderated commenting lessens the friction in the feedback loop as well as their own moderation tasks, implementing an unmoderated commenting system in accordance&amp;nbsp;with recommended&amp;nbsp;legal practices, suggests otherwise. It's likely that unmoderated commenting may lead to less feedback from the people that you really want to hear from, and more commenting from those that are acting in nefarious ways.&lt;/font /&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Brand Reputation&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;When companies blog, they do so (in part) to create and sustain a positive brand reputation in the conversational web. Nothing says &amp;quot;brand reputation&amp;quot; like a few comments that link to a porn site, eh? It only takes a few minutes for a crawler to discover an errant comment that could light a fuse on a big bomb that is very difficult to disarm.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Necessary vs Unnecessary Risk&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;Business blogging comes with a degree of risk; much of it manageable and all of it necessary to participate successfully in the blogosphere. However, unmoderated comments present a new dimension of risk that is unnecessary to sustain brand reputation and grow your brand equity. Unnecessary risks should always be avoided.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Potential Distraction&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;One [presumed] benefit of unmoderated comments is that the blogsite owner needn't be distracted with moderation tasks. This additional productivity hit may be deceiving - it's entirely possible that the distraction [and additional costs in time and cash] may far outweigh any gain. &lt;a href="http://www.wallerlaw.com/attorney.cfm?currkey=124"&gt;Robb S. Harvey&lt;/a&gt; sums up this point nicely -&lt;/p&gt;&lt;blockquote dir="ltr" style="MARGIN-RIGHT: 0px"&gt;&lt;p&gt;&lt;em&gt;&amp;quot;Even if lawsuits by those being commented upon, posters or even other readers may ultimately be found wanting or even frivolous, those claims impose time demands, expense and substantial distraction.&amp;quot; -- &lt;/em&gt;&lt;a href="http://www.poynter.org/column.asp?id=103&amp;aid=123905"&gt;Al Tompkins Interview with Robb S. Harvey&lt;/a&gt;&lt;/p&gt;&lt;/blockquote&gt;&lt;p dir="ltr"&gt;&lt;strong&gt;Content Quality&lt;/strong&gt;&lt;/p&gt;&lt;p dir="ltr"&gt;Imagine someone leaves&amp;nbsp;a&amp;nbsp;comment in the form of a question and your blogsite automatically publishes the comment.&amp;nbsp;Consider the possibility that a&amp;nbsp;few days may transpire before you have the time to post an answer, or you need additional time to research a thorough answer. In the mean time, the question is public but remains unanswered. Visitors to your site may get the idea that you don't care about addressing the questions. Search engines may associate the question with your blogsite and begin directing people to the comment within hours. Visitors will be drawn there expecting to find an answer, but leaving empty-handed - indeed, with a bad taste. Quality doesn't end with spelling or link-checking. ;-)&lt;/p&gt;&lt;p dir="ltr"&gt;&lt;strong&gt;Domain Expertise&lt;/strong&gt;&lt;/p&gt;&lt;p dir="ltr"&gt;The user experience concerning your content has many quality-related dimensions; key to this issue is the answer to questions posted on your blogsite. Do you want to risk allowing other commenters to answer question comments before you do? If your primary objective is to shape your brand equity in the blogosphere and elucidate the depth of your domain expertise, wouldn't it make more sense to be certain that all questions are answered by you and your staff &lt;em&gt;&lt;strong&gt;before&lt;/strong&gt;&lt;/em&gt; allowing a competitor, a former customer, or a person of lesser knowledge speak for you on your own domain?&lt;/p&gt;&lt;p dir="ltr"&gt;&lt;strong&gt;Copyright and Trademark Infringement&lt;/strong&gt;&lt;/p&gt;&lt;p dir="ltr"&gt;Setting aside defamation, discrimination, and wrongful acts by commenters -- copyright and trademarks represent a wide array of risks that require some degree of intelligent moderation to effectively police.&lt;/p&gt;</Description>
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