The latest example of how not to do a corporate blog comes from none other than one of the leading players in social media. In an astoundingly ironic turn, Facebook's CEO has been posting messages on the Facebook blog -- which invites comments but doesn't publish them.
After reading about the controversy, I followed a link to a Mark Zuckerberg post on the official Facebook blog
reassuring us that his company's philosophy is that "people own their information and control who they share it with."
Like all blogs, this one invites readers to comment and has a box at the bottom for that purpose. So I wrote a
comment suggesting that if Facebook really wanted to walk
feedback from its user community. Kind of a cool, Web 2.0 thing to do, I thought.
I clicked on the "Add Comment" button, and my post got swallowed
up. Disappeared. Vaporized, and replaced with a "thanks for your feedback" message and a freshly empty comment box. Wha???
Now, what kind of a social
media company...never mind social media, what kind of a company would have a blog that doesn't publish reader comments?
Moderate them? Fine. But not publish them at all? Unbelievable.
Steaming, I wrote another comment: "You expect me to trust you, and
when I make a comment it gets swallowed up and disappears. That's not
building trust, nor respecting your community." And I watched as it went to the same black hole in the Cloud as the first one.
What a strange, strange approach to communication, don’t you think? A case study in how not to host a corporate blog. And from the king of social media. Wow.
"I'm looking forward to reading your input," he concludes. Oh, really?