Blogging starts a boomerang effect for organizational change

Internal executive blogging is internal only, obviously. But external executive blogs have major internal effects too. The E-mediator blog talks about the boomerang effect of corporate executive blogging, and it's a discussion worth thinking about for those organisations about to start blogging.

"...external executive blogging is an efficient management change mechanism useful to co-orient organisational members towards new strategic objectives. The feedback loop will mobilize an external force to influence employee sense making which has a different effect on their internalization of the messages from the top. External audiences and media influence provides a powerful force in terms of employee acceptance and strategy elaboration. As they are secondary sources they often twist the change narrative away from corporate language towards more comprehensible sub cultural languages that resonate with employee lifeworlds."