Rohit Bhargava, author of the Influential Marketing Blog, and Personality Not Included wrote an interesting post yesterday on what he calls Egommunication.  Rohit believes that Egommunication is probably the best way for a “David” blogger to communicate with a “Goliath” in the web 2.0 space.  In the blogosphere, paradoxically, the big influential Goliaths (though extremely busy and flooded with info) are in reality the most “in touch” with what is being said about them online.  So if you want to communicate with the top blogosphere personas, do the following:

1. Tag someone in a photo, note or other content on Facebook so they will go and check out that content
2. Write a blog post mentioning someone’s blog post and count on the fact that they will check their Google alerts to see that mention
3. Write a tweet on twitter mentioning someone or something so that you can reach the audience of people that are doing searches for those terms

There are others who question this practice and wonder if egommunication is really just another form of  “attention spamming“.  As I am relatively new in the blogosphere, admittedly, I am “on the fence” about what to think about all of this.  I did notice that Mitch Joel did something similar recently in a post called “How do you Track it All?” and it seems like he got at least a few comments.

I thought I would test the concept out a bit with an article that I saw recently from Fast Company called P&G’s Sustainability Initiatives–Not So Sustainable.  The article acknowledges that while P&G may have a great reputation when it comes to delivering products that can reduce energy (e.g. Tide Coldwater) etc…the company is not yet fully addressing one of the most fundamental environmental challenges: “green chemistry”.  Instead of addressing “head-on” the assertion that P&G is not leading in this space (like I recently did in Is P&G Built to Last…a Raging Debate on Brand Purpose), I will try to “linkety-link” (to quote J. Jaffe) to some pretty well known sustainable-biz bloggers Joel Makower, Marc Gunther, David Widger, Andrew Savitz & see what they think (Note:  I also have a couple of these guys on my blogroll, so hopefully they have already seen m-cause).  I am also doing a Saatchi & Saatchi S “shout-out”.

So even if the term “egommunication” feels a bit negative and turns “the Goliaths” away from commenting on this post (who wants to admit that they live in their own “egosphere”?) I hope at least to engage a few others in the debate on how big companies can best lead sustainability change.

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