Anyone who claims to be at home in the blogosphere should know Scoble. His blog is a must read site and he is said to single-handedly have succeeded at changing the image of "Microsoft the bully" into "Microsoft the former bully with some nasty old habits".
But there is something severely wrong with this image: it isn't sincere. Scoble is a single instance of a single Microsoft employee writing a blog. He might be world famous inside the blogosphere but in the real world he is a nobody.
If Microsoft really wanted to make an impact, one of its highest ranking executives should start blogging. If Sun's COO Jonathan Schwartz can write a blog, so can Bill Gates. His words would outweigh anything Scoble says and give his company actual credibility.
The fact that Microsoft has hired Scoble as its representation in the blogosphere says a lot about how the company choses to communicate with the outside world.
As The Economist concludes in:
"Will corporate bloggers [such as Scoble] start to get tongue-tied and sound just like tedious press releases? Mr Scoble, for his part, hates the question but concedes that, theoretically, Microsoft's corporate view and his own could come into severe conflict, and it is not clear what would happen then. Will he criticise only the small things, but toe the line on the big issues? As his pageviews, fame and influence increase, it might become increasingly difficult for him not to feel self-conscious, and to resist the deadening effect that this can have on any writer's prose."
Bill Gates would never have that problem. And that's why Scoble reinforces the image of the old controlling Microsoft more than that he changes it.
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