As A Colleague Says … Too Funny !

This brief story belongs in the blogging world’s equivalent of Ripley’s Believe It Or Not.

My colleague Fred emailed me this morning with a link to the following blog post:

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Sony BMG UK adds blogging to the job description
By Andrew Orlowski

We’ve all heard about employees being sacked for blogging. But as the fad begins to wane, will staff soon be sacked for failing to blog?

Last week, Sony BMG UK issued a new corporate marketing strategy.

According to an official release from the group, Ged Doherty, chairman and chief executive of SonyBMG in UK and Ireland, said the company "has made it obligatory for all senior staff at both Columbia Records and RCA Records to start blogging actively".

So what happens to staff who refuse to toe the corporate line, or perhaps fail to produce the required quantity of blog blather?

We had to find out.

A spokesperson for SonyBMG told us "you won’t be sacked for failing to blog", but added, rather ominously: "If you don’t blog, it’s going to be frowned upon. Ged has made it clear that staff are expected to blog and participate in the community. He sees it as part of people’s jobs."

But what if you’re in, say, accounts?

"It’s more for staff in the creative areas of the company. It’s unfair to insist someone in the royalty department dealing with the backend engage in this, but if you’re a marketing peerson then you should."

It’s an attempt by the group to rise to the challenge of MySpace, which allows fans to build direct relationships with their fans.

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I replied to Fred by email with the following:

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Unfuckingbelievable, actually !

How clued out do you have to get to believe that you can order / command people to blog – especially when it’s about something they may not care so much about.