Yesterday's extremely thoughtful essays on corporate blogging on the Global PR Blog Week 1.0 site prompted me to think about the subject in new ways. For starters, I began to look at the industry leaders I admire and whether they have elected to crash the blogging party or simply watch it from the sidelines.
One of these companies is Apple. Although dozens of its competitors - including Microsoft, Sun, Dell, IBM and more - have either officially or unofficially sanctioned corporate blogging as a communications tool, Apple stands alone, noticeably silent, snubbing its nose at the medium.
Apple's lack of love for blogging is hardly a surprise given the company's long-standing reputation for keeping its kimono closed tightly. My best guess is that it probably has a very strict policy that bars employees from blogging or posting in unofficial forums at all, perhaps even on their own time.
Whether Apple will one day acquiesce and buy into corporate blogging remains to be seen. Surely with sites like AppleInsider, Think Secret and MacMinute running rampant and their new romance with RSS, Apple executives are well aware of blogging's power.
However, my hunch is that Apple will continue to prevent its employees from blogging for the foreseeable future so that it can maintain its mystique. This approach may work for awhile, but the employees in Cupertino will eventually revolt, snub their noses at policy and begin blogging in force - even if it is anonymously. Why? Dissatisfaction and low morale.
As much as I love Apple (I own an iBook laptop and an iPod Mini) the company is entering its next lifecycle. Despite recent huge hits like the iPod and the iTunes Music Store, Apple has struggled to sell its premium, albeit "insanely great," computers to the majority of users beyond the core evangelists. Desktops and laptops make up the lion share of Apple's profits. Already many smell the growth slowing and have taken notice, sending the stock downward.
If Apple's profits continue to decline or stay flat, investors will find more attractive stocks. While no one is predicting a return to the dark days of Gilbert Amelio, a declining share price will eventually force Apple to make changes (as Microsoft did) to maintain profit targets. This will deflate employee morale, breed dissatisfaction and prompt Apple's internal mavericks to begin blogging…unless Apple acts first.
For once, Apple needs to follow Microsoft's lead by quickly letting their employees blog. Corporate transparency can't be stopped. Apple, rekindle your revolutionary spirit, loosen your grip and let your employees blog - even if it's just a preemptive move. If you don't, this will only harm your brand over the long haul.
