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About The Authors

Suw Charman-Anderson

Suw Charman-Anderson

Suw Charman-Anderson is a social software consultant and writer who specialises in the use of blogs and wikis behind the firewall. With a background in journalism, publishing and web design, Suw is now one of the UK’s best known bloggers, frequently speaking at conferences and seminars.

Her personal blog is Chocolate and Vodka, and yes, she’s married to Kevin.

Email Suw

Kevin Anderson

Kevin Anderson

Kevin Anderson is a freelance journalist and digital strategist with more than a decade of experience with the BBC and the Guardian. He has been a digital journalist since 1996 with experience in radio, television, print and the web. As a journalist, he uses blogs, social networks, Web 2.0 tools and mobile technology to break news, to engage with audiences and tell the story behind the headlines in multiple media and on multiple platforms.

From 2009-2010, he was the digital research editor at The Guardian where he focused on evaluating and adapting digital innovations to support The Guardian’s world-class journalism. He joined The Guardian in September 2006 as their first blogs editor after 8 years with the BBC working across the web, television and radio. He joined the BBC in 1998 to become their first online journalist outside of the UK, working as the Washington correspondent for

And, yes, he’s married to Suw.

E-mail Kevin.

Member of the Media 2.0 Workgroup
Dark Blogs Case Study

Case Study 01 - A European Pharmaceutical Group

Find out how a large pharma company uses dark blogs (behind the firewall) to gather and disseminate competitive intelligence material.

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All content © Kevin Anderson and/or Suw Charman

Interview series:
at the FASTforward blog. Amongst them: John Hagel, David Weinberger, JP Rangaswami, Don Tapscott, and many more!

Corante Blog

Monday, October 9th, 2006

How can anyone get a blog this wrong?

Posted by Suw Charman-Anderson

Thanks to Geeklawyer for pointing out the truly dreadful ‘blog‘ by Watson Farley & Williams, an international legal firm. As he says, it wouldn’t have taken them long to find someone to help them understand what this blog malarky is all about, but instead they’ve gone the FIUY (fuck it up yourself) route and have ended up with something truly atrocious.

Let’s have a quick look at what they did wrong.

a) The blog entries are PDFs. What on earth do they think they are doing? Why use a PDF? Blog entries are supposed to be easy to read in your browser at the click of a button, they shouldn’t involved downloading anything at all, let alone a PDF.

b) The blog entries are dire. The company has asked the trainees to blog, but obviously hasn’t helped them understand what blogs are, what might be good to write about, or how best to write it. Instead of an insight into life in a law firm, you get trite nonsense: “Oh it’s so great top work here… And look! Free booze!” I’m not going to pick on the trainees individually though - it’s not their fault they’ve been asked to do this and given no proper help or direction.

c) No comments.

d) No trackbacks.

e) No archives.

f) No blogroll.

g) No RSS.

h) No links to other blogs.

i) The blog entries are PDFs. Ok, I know I said that once already, but I really can’t get over it. PDFs. For the blog entries. WTF?

In fact, this ‘blog’ has absolutely none of the technology that makes a blog a blog. This is not a blog. It’s is a collection of poorly written PDF articles. Where’s the openness? The transparency? The honesty? The interest? The passion? If I wrote a blog about watching paint dry it’d have more passion than this one, and it’d be a lot more interesting.

Now I’m not the only blog consultant in town, but frankly you don’t need to be a blog consultant to see just how dreadful this attempt at latching on to a ‘hip’ and ‘cool’ phenomenon is. Ask any blogger what makes a blog a blog and they’ll probably give you a list much the same as above, but obviously Watson Farley & Williams are quite happy spouting bullshit and following trends from a safe distance of several hundred light years.

I wonder if they’ll do a L’Oreal (fix it) or a Juicy Fruit (pull it and pretend it never happened)?

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One Response to “How can anyone get a blog this wrong?”

  1. Adam Says:

    I spy an opportunity:

    That’s at least $24k. Not bad for a single blog entry.