Blogging as transformational

Gerald Kanapathy's recent post on successful blogging points towards Microsoft as one company that has been transformed by blogging.  Specifically he talks about how blogs "opened up Microsoft" and goes on to say how "it's now amazingly open and responsive."

While great as that sounds, I'd have to agree with Yag in that the most interesting part is when Kanaphathy writes:

What did Microsoft do? I don't know if they had it before, but it takes certain organizational cultural values. It's not about process, or rules. In fact, it requires acceptance of uncertainty and ambiguity, tolerance of risk, openness to criticism, and a degree of confidence. These are not things that can be proceduralized, but instead come from how the organization is, uh, organized, and simply the underlying values.

To me, this is key.  At the end of the day, blogs are a means by which people communicate.  It is a means, not an end.  So for all those wanting to start a blog because everyone else is, ultimately it comes down to something more intangible.  How open and willing is your group or company to change?  To uncertainty?  To risk?  To criticism?  To engage with people in an open an ongoing conversation?

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At this point, all the marketing types and measurment gurus are probably screaming as this underlying value cannot be adequately captured by a simple measurement such as web views nor time online.  There are some intriguing indexes in the works to better capture this space, and there are other ways of measuring the impact however...what is ultimately settled on, if there is such a thing, remains to be seen.

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While this may come across to some as staying away from blogging if the underlying values are not there, it's not meant to be.  I just wanted to call this out by illustrating that blogs are not an end to itself.  It's part of a much larger picture, and ultimately it's success (or failure) depends upon so much more than what we can traditionally measure at this time.  Should a company, organization or person for that matter get into blogging, I hope they do so with their eyes open to the whole process.