Are "Shared" Blogs and Social Media "Sites" the Wave of the Future?

Just noticed that soon-to-be-authors Charlene Li and Josh Bernoff have a snazzy new look on their shared blog: Groundswell. I'm wondering if "shared" blogs might not be what's coming in 2009 as more of the bloggerati blog less and Twitter more.

The trend is also to aggregate your social media efforts (Twitter, Facebook, blogging, etc.) so they're easier to find in one place -- or on one page. Charlene and Josh are now calling their blog "a broader site.'

My advance review copy of Charlene and Josh's book, Groundswell, arrived today in the mail. It looks terrific and I'll write more about it later.

GlaxoSmithKline launches official corporate blog for alli weight loss product

A best practice adage about corporate blogging is that there's gotta be an inside evangelist in order for the blog to work. Well GlaxoSmithKline Consumer Healthcare has one in the form of VP of Weight Control Steve Burton. Steve is the lead author on GSK's official corporate blog for alli at alliConnect.com. alli, if you haven't seen the TV commercials, is the first OTC (over the counter), FDA-approved weight loss product. 

The alli blog launched quietly about a week ago. (Full disclosure: I'm working with GSK as a paid consultant to help guide the blog authors as they venture into the blogosphere.) I think this is a first for Big Pharma -- a blog that accompanies the launch of a controversial product. Correct me if I'm wrong.

The distinctive clear-plastic alli starter kit hits the shelves today at pharmacies and retailers across the country. The Wall Street Journal's Health Blog is reporting a feeding frenzy (despite the potential side effects - treatment effects, as GSK calls them - if you eat too much fat while you're taking the pill).

 

So what's Charlene Li's ROI on blogging?

It's, er, over 5,000 percent. That's based on her calculation that her $14.95 / month account with TypePad triggered $1 million in new business for Forrester last year. Charlene, who's a principal analyst for Forrester based in San Francisco, blogs here. She gave an excellent speech last week at the NewComm Forum in Palo Alto. (Here she is answering audience questions on Friday March 3, 2006.)

I'm always studying other speakers to see what presentation techniques they use. Charlene's speaking style is notable for her warmth and authenticity - along with lots of Forrester stats to chew on. She mentioned her kids several times and also asked the audience for input.

When giving examples of corporate blogs she went deeper than showing a screenshot. For example, she included the text of a back and forth exchange between two commenters on GM's FastLane blog. Very effective.

P.S. Hope I got the ROI math correct. Figure $14.95 X 12 = $180. Meaning a return on investment of $1 million less $180. Could someone check this, please! Leave a note in the comments below.