Get Out of the Way: Todd Tweedy on AttentionTrust and Corporate Blogging

Todd Tweedy sees Robert Scoble's departure from Microsoft as a great opportunity for companies to look at their own blogging efforts (or lack thereof) to determine what they should be doing differently. Specifically, he notes the value of AttentionTrust's principles regarding user control of data in a corporate blogging context:

[H]ere are my armchair quarterback recommendations that corporate communications team can apply to their own collaboration and feedback programs (blogging):

7. Get Out of The Way: The content your employees will create on their blogs is going their content and not the firm’s. In fact, I recommend you consider joining Attention Trust and follow their framework for interest mobility and ownership but simply apply it to blogging.

Much of the discussion about attention has focused on personal users, but the implications for the enterprise are obviously huge. And Todd's comment (and his larger perspective on Scoble's role at Microsoft) deftly erases the boundary between the two. "Enterprises" are just conglomerations of individuals, and in the power-to-the-user/"Brand You" era, employees are rightly going to resist ceding ownership of their content (or their attention data) to their employers.

It's a great (and concise) list overall--well worth a read.

tags: attention attentiontrust attention+economy attention+data todd+tweedy robert+scoble corporate+blogging