A different blogosphere in India

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: but appears to use its blog as a marketing or PR tool.

The Infosys blog seems to be aimed at educating and creating awareness about the nature of the flat world. Occasionally you will see postings from Infosys honchos like Nandan Nilekani or Kris Gopalakrishnan. And then there is Wipro’s newly launched campus style blog called Wipro Camps Arena (http://www.wipro-campusarena.com/) that is aimed at recruiting freshers into the company. Accenture has an excellent set of blogs (http:// careers3.accenture.com/Careers/Global/Blogs_Pod_RSS/blogs/) that provides a 360-view of the company right from recruiting to different areas of practice.

Cleartrip, a travel portal and Ask Laila, an information search company write and share information about their product, services, new features and feedback from customers. In some ways these two tech startups are using their blog as a marketing tool to discover what new features, add-ons or changes their users might be looking from them.

The purpose of corporate blogging, as Lalwani points out, can be an effective tool for internal collaboration, communication and learning and create transparency and a human face, and this is an idea that Indian companies need to warm up to.

Clearly, there is a need to create awareness and reach out to the employees and customers in this connected world, but I wonder if there are alternatives to corporate blogging in India? Could it be that the profile and demographics of the Indian workplace requires a different approach? Consider this: about 500 million people in India are under the age of 25. What are the tools and what is the medium that appeals to them? Could social media tools like Orkut, Facebook, MySpace be the alternatives for Indian companies?