HYPERtext linking technology and communications

Welcome to the third installment of The B List, this time shamelessly promoting some of our clients' blogs. Want your blog covered? Email us. We love to hear from our loyal readers. Also, be sure to check out Corporate Blogging: 7 Best Practices before you take the plunge into corporate blogging.

Fujifilm Captains' Blog! 

While many may not know that the Japanese film and camera company has a blimp, Fujifilm chose it as the subject of the company's first corporate blog—the "Fujifilm Captains' Blog." The blog was started in June 2005 and focuses on the blimp and its role at Fujifilm through the posts of its four captains: Michael Fitzpatrick, John McGuirk, Felicia (Feli) Lockley and Mike Dawson. The blog itself is simple, clean and bright and is a great example of a large business using corporate blogging to enhance its reputation by building a brand connection between an important corporate symbol and the company's business.

Posts focus on the activities of the blimp and captains as it travels to various events across the country, as well as provides answers to questions from the many loyal followers of the blimp. Read more about Fujifilm's blogging strategy in our accompanying article, Best Practice Corporate Blogging: Fujifilm Captains' Blog

Macromedia Developer Center

Macromedia initially started its blogging effort to build community and get information out to customers more quickly than by way of traditional media. Their success led the company to realize that they could use blogging to support product development as well. Recognizing that customers, as end users, could contribute valuable ideas on future product releases, Macromedia encouraged readers to make product development suggestions via the blogs. In turn, Macromedia's developers interacted directly with customers to update them on suggested changes that came to fruition.

Each Macromedia product also has an associated "Developer Center" that contains content ranging from articles and tutorials to sample applications, downloads and demos.

• Dreamweaver Developer Center This is just one example of Macromedia's Developer Centers, containing links to interactive tutorials and articles on the design of Dreamweaver, application development, best practices and sample applications.
• ColdFusion Developer Center

Each Developer Center links to a Support Forum where readers can address specific issues and offer suggestions for each product: Dreamweaver Support Forum and ColdFusion Support Forum. Overall, Macromedia's use of blogs brought a transparency and openness to the product development process and increased opportunities for engagement with customers.

IBM developerWorks Community

Rather than follow a product development blog strategy, IBM developerWorks blogs were built with the intention to develop its brand through thought leadership. In contrast to Macromedia's strategy, IBM developers are not providing content; key bloggers are staff in services positions. They are end users of IBM products, blogging on a variety of topics surrounding the technology industry. As you can see from the links below, posts are not about specific products and do not encourage customer feedback.

• Bill Higgins: Building tools to support software developers
• James Snell: The Practical Application of Emerging Technologies
• Doug Tidwell: My mission: To write the best mission statement ever

According to Bill Higgins, an IBM Systems Engineer and blogger on developerWorks, the blog has been successful in terms of thought leadership, building a community and getting information out to his audience quickly.

Be sure to check out Text 100's blog, HYPERtext, Linking Technology and Communications…

Until next time, happy blogging!