Blogging Essential to Business Dialogue Says IBM Blogging Chief

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IBM Blogging expert Christopher Barger to be keynote speaker at Web 2.0 seminar January 10 at Philadelphia University.

Using the New Web 2.0 for Corporate Communications

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A stand-alone corporate web site is no longer sufficient to maintain a company's relationship with its Internet-savvy audience, according to IBM "Blogger-in-Chief" Christopher Barger, who will tell a January 10 seminar for business executives in Philadelphia that corporate blogging is here to stay.

"Customers want to dialogue with you, and your web audience will leave if you don't give them the chance to give feedback," says Barger, of IBM New Media Communications. While web sites do not facilitate dialogue, blogs written by company officials and employees do, says Barger, noting that IBM has 300 employees writing in the blogosphere.

The IBM expert will be the keynote speaker at a Jan. 10 seminar -- "Using the New Web 2.0 for Corporate Communications” -- explaining the business use of blogs, podcasts, wikis, social media and other components of the new Internet generation known as Web 2.0. Barger’s talk is titled: “Changing Channels: Using New Media to Converse in a Shifting Environment.”

The all-day session at Philadelphia University will include case studies from two Philadelphia area companies that have launched blogs. Other topics will include advice from an attorney on first amendment and liability web issues, search engine optimization for press releases, how-to information on using the new Web 2.0 tools effectively and tips for new and “fluid” web messaging strategies. More details can be found at and

Rather than trust such traditional corporate messages as press releases, customers now are more interested in "conversations" about a product or service, in effect, a web-based dialogue with both the company and other customers, according to Barger.

"Conversations about products are happening anyway," he says, so engaging consumers by way of company blogs makes sense. Not every skeptic will be turned into a believer, he says, but the conversation is crucial. "If your customers do not expect the chance to offer comments to you at this very moment, they will soon."

The seminar is being presented by Carol Ann Kell and Lou Antosh, two journalists-turned-entrepreneurs who advise companies on corporate communications and dealing with the news media. Kell said now that Fortune 500 companies are seriously entering the blogging world, the business blogging wave is about to hit Philadelphia.

Antosh said the Lourdes Health System of South Jersey launched five bloggers recently because the company saw the obvious benefits of connecting with the community. ““Blogs, podcasts, video podcasts – all these new tools to be covered at the seminar, these will become bread-and-butter communications tools for smart executives,” he said

For more information see the Antosh/Kell site at or Philadelphia University at 215-951-2900.

Media Contacts:

Lou Antosh 856-303-1781

Carol Ann Kell 215-575-0722


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