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Written by Christopher Price
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Friday, 30 June 2006 |
After we gave up the torch of exclusive Sprint coverage... Sprint picked up the coverage with their business blog Things That Make You Go Wireless. It has been more than a month and a half, and there has been no activity on the site. So, what happened?
There are two ways to think of it. Either Business Blog was a marketing tool that failed, or it suffered the perils of executive blogging. After all, TTMYGW launched at the same time as Sprint's podcast, a venture of Sprint PCS's older marketing team (which is still on Sprint's payroll for internal communication). I'll tend to say it's the latter of the two. The blog was/is run by Vicki Warker, a Sprint Vice President. Clearly there is authority across the chain of command with Sprint blogging, this tends to be at the top of the chain.
Now, don't get me wrong, I'm all for Sprint leadership blogging. I think it's a good thing. But, as I've told countless reporters, it will be a dismal failure if it accomplishes nothing more than saying nothing at all. In short, there is an audience for Sprint leadership to blog to... say something that is juicy to the masses tuned in! If all you say is that mobility is great, EV-DO is wonderful, and wireless broadband is the way of the future... well guess what? You've preached the choir to death.
PCS Intel is a success not because we're a mobile site, not because we talk mobility. There were countless people doing that before us and there will be countless people that follow. We are still around serving tens of thousands (and we're pushing on higher digits daily) because we cover things that people are interested in hearing. I could go on to more successful media ventures to explain why they work, but that's for another day.
To sum it up, well done Ms. Warker, you're blogging... now say something that people haven't already heard! Otherwise, Sprint PCS Info, a blog about another web site, will continue to be more popular than Sprint's own blog.
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