How are Intel’s Business Bloggers Chosen?

by Teresa Valdez Klein on May 9, 2007

Jeremiah Owyang did a really interesting interview with Intel Internet Strategist Bryan Rhoads. For the most part, I found it really informative, but I’m going to nitpick on one particular question that I feel wasn’t fully answered.

Owyang asked, “Do you have an Blog Policy? What’s the publishing process like for the Intel Blogs, and who’s involved? Who is allowed to blog and how are they selected?”

Rhoads replied:

We do have a policy for employees that is essentially an extension of our long standing communications policy. Its very much inline with former electronic communications policies, but updated to accommodate the medium and new technologies…

There is no “content workflow” through PR, Marketing or Legal… it’s the blogger communicating directly w/ his or her audience. Unfiltered and straight from the blogger’s keyboard to the live blog.

Given that there is no filter for content before it is published, it seems rather important that Intel choose bloggers who will represent the company well. I don’t mean to imply that Intel bloggers are required to drink the Kool Aid before they can speak, but I would like to know what criteria they use to determine who can blog.

{ 9 comments… read them below or add one }

1 Eleanor Wynn 05.09.07 at 11:33 am

Hi, maybe Bryan was vague because the process is not that structured. We don’t have to drink KoolAid to know that going over the line is risky. But the line is pretty generous. If you look at some of our IT@Intel blogs, they are hardly “corporate”. That’s the point of IT@Intel, to be technologist peer-to-peer not marketing. Bloggers are chosen because they were active on the internal blogs, because they have topic expertise and because some of them are hilariously good writers, like my friend Jeff Moriarty. You didn’t see his internal posts during the reorganization last summer and you won’t. But he did mention that he was “talked to” about them, but then went on to be an external blogger. It is a fairly open society here at Intel. That doesn’t mean we don’t know where our bread is buttered.

2 Heath Buckmaster 05.09.07 at 1:04 pm

I can speak for myself, as one of the IT@Intel bloggers…

Bryan is right, the content that we publish is mostly unfiltered. I say mostly because we do want to make sure we stay within legal boundaries, don’t make references to customers or partners without permission, use images that we don’t own copyrights to, etc.

I would imagine we go through the same type of training that any public relations group does in understanding our responsibilities when “speaking for the company”.

For my first few posts, I did run them by our legal representative, mostly because I wanted to know what the boundaries were, and when it was best to genericize something vs. use a specific product or company name. But in all cases, my content was not altered. I’m free to talk about pretty much any subject that I want to (where I have competency).

Really we just want to start a dialogue, and see what people are interested in hearing about!

As for how people are chosen – some are because they have a competency in specific areas of technology – others because they have interesting view points or even sarcastic viewpoints :-) . We’re even thinking of starting a guest blogger section so that many interested parties can participate in the dialogue.

3 Bryan Rhoads 05.09.07 at 1:45 pm

I replied to this on Jeremiah’s post in the follow-up comments… but we look for who can best communicate a topic… who’s the expert within Intel? Who’s passionate? Thats the value and thats the filter (if any)… communication and dialogue with our best/brightest/passionate. Access to the true visionaries in computing today, etc.

We’re not blogging the company line, but look at who can contribute his/her insight to any given area. If you see our posts… you’ll see that these folks are not drinking any kool-aid here. These people love technology and want to communicate, share their perspectives, their jobs, etc. Its actually that simple.

We also ensure that we have voices from all walks of Intel, not simply our senior leaders, i.e. voices from our Geos, voices from the labs, voices from various business units, male, female perspectives, etc.

All of this mind you w/ the expert consultation of DL Byron and Textura Design.

I can answer this question and more when I speak with DL Byron, Textura Design, about our blogging at your next event

4 Teresa Valdez Klein 05.09.07 at 2:07 pm

Eleanor, Heath and Bryan: Thanks so much for the clarification! One thing I love about the blogosphere is how easy it is to ask for someone to flesh out an idea or provide extra information, even after an interview is complete.

Your process of selection and commitment to transparency will serve as a great example to our attendees this September. I look forward to meeting you in person. :-)

5 rhoads.org » Blog Archive » I’ve been blogged 05.09.07 at 3:04 pm

[...] had a follow-up discussion too on theBlog Business Summit blog as [...]

6 Richard Jacobs 05.09.07 at 3:08 pm

I followed the blog from the “web-strategist to here and found the dialogue most interesting because it seems to give Intel employees a pretty lenient forum, which I think says a lot about their corporate culture – in a positive sense.

I would like to know, as a long time shareholder, whether there is room for us somewhere in this forum … :wink:

How about it Bryan? (There’s that selection process question again :twisted: )

7 Bryan Rhoads 05.09.07 at 8:14 pm

Richard – great suggestion… consider it duly noted. – bgr

8 Eleanor Wynn 05.10.07 at 1:36 pm

Richard, one way you can get on the blog is to comment on existing posts. We really like to know that people are reading the blog. If a reader has an interesting perspective or point, it sets up a dialogue that makes it all the more fun for us and we hope, the non-Intel audience.

9 Intel® Software Network Blogs » Blog Archive » I am not drinking the corporate Kool Aid 05.14.07 at 9:57 am

[...] this blog post “How are Intel’s Business Bloggers Chosen?”, Teresa seems to suggest that either I had to go through some kind of a screening process for [...]

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