RSS, podcasts and PMCs

Seemed to spend the day talking enthusiastically about blogs, RSS feeds and podcasts to my boss and a few other team members. And then setting them up with Newsgator and iPodder so that they can access the information. Two new converts to this type of information feed.

Now my boss wants to work out how, or if, we can use this, for some of the brand sites we have. I can definitely see its use in some of them (and the audience) but the only problem is…the lawyers. This type of content is made for quick, rapid use, getting it out there in real time. When I work in the alcohol industry, getting anything anywhere in the public domain has to run through three teams of lawyers and can take 5 days or more. Challenges ahead, to smoothline these processes to be able to use it in a useful way.

Listening to the Podcasting session from BloggerConIII, I was struck by the comment about how the techs make great products and then the lawyers come in and, err…challenge it? All our marketing information is vetted by lawyers – it kind of goes with the industry. But reviewing and approving a 30 second TV commercial or a bilboard ad has a different approach to multiple batches of content on a website, that, and this is sometime the scary part for them, can link out to other sites and can be linked to from anywhere.

So over the last 18 months there has been a huge learning curve in our legal teams and we are now geting reasonable turnarounds and great co-operation. The teams are becoming educated in requirements and possibilities and we’ve moved away from one team giving contradictory advice to another – and it was always advice, we could never get information up front as the medium was in development.

Where was I going? Corporate blogs, marketing blogs, making money out of blogs. I doubt I’ll see a corporate blog in my company, at least in the near future. I doubt we’ll ever sponsor/provide money to a blogger to comment onthe products, or the events, or the venues – no control over content. We could however utilise the tools and technology to as ways of providing content through to consumers.

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