CHAPTER 7Building Your Company Blog
In the movie, The Matrix, Neo is given a choice by Morpheus: the Red pill, which will shatter his world but show him the truth about it, or the Blue pill, which will let him go on in his happy cocoon of a life.
Today, companies of all types, from tiny one-man operations to large, transnational corporations, are staring at their executive conference tables and kitchen countertops: Red pill or Blue pill?
Blogging—specifically, company endorsed, sponsored, and promoted blogging—is the Red pill for corporations at the beginning of the twenty-first century. It's not an easy choice. Do they do what they've been doing and risk being passed by competitors in the race for attention in an attention-deficit world, or ...
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