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So, a couple of things …

I apologize for calling you an A-Lister.

I actually don’t take issue with Shel’s advice. I think for the most part it is sound. The degree to which McDonald’s can comply is something I am concerned about. Bob may not be able to “drop the corpspeak”.

I also have concerns about the blanket advice “Start a conversation with your customers”. Frankly, I think there are some customers that a business might not want to have a conversation with. Not all people have a transparent agenda or want to engage in *authentic* dialogue. I feel that McDonald’s should be able to make a call about which conversations they start *and* which they respond to. Resources are limited. This is also why I support moderated comments. McDonald’s blog is, first and foremost, *McDonald’s* blog. We don’t all get free reign there.

I don’t know if I agree with your comment, “Before you swim make sure you can jump.” I think companies need to jump, sink or swim, into the blogosphere NOW. And as I said, they’re not going to get it right the first, or second, or third. And I don’t have a problem with people constructively criticising them (heaven knows, McDonald’s doesn’t need me defending them); I take issue with the tone. I don’t think their attempt was “feeble”. I think it is admirable. And to admonish them to “Listen. Really listen.” as Shel did, I think smacks of patronization.

I do agree with Shel on his point about McDonald’s starting to blog: I don’t think we should feel “honoured” by their presence in the blogosphere … but I think we could be nicer neighbours and offer a friendlier welcoming committee.

Cheers … Kate

I do not know what is more surprising. A corporate blog speaking in semi-corporate talk, or the fact that Burger King has not copied McDonalds in cyber space (as they generally do in reality)……