Businesses try and fail at podcasting

Even before businesses understand how to exploit blogs, they are trying podcasting. But most businesses have failed to do an admirable job since they have yet to understand both. Companies that are used to generating boring press releases do not know how to engage an audience that hates any corporate-speak. Now there is a report that IBM is embracing podcasting. In a recent article in Wired, Suzanne Wu talks about Unilever, Oracle, Microsoft, GM, and American Association of Petroleum Geologists, and she does not think that anyone gets it yet.

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