MozillaZine

Official Mozilla Corporation Weblog in the Works

Friday May 11th, 2007

A post on Spread Firefox has announced that an official Mozilla Corporation weblog will soon be launched. A project of the Mozilla marketing team, the new weblog will present the official Mozilla Corporation line on news and developments in the Mozilla ecosystem. The target audience for the weblog will be broad, encompassing users, community members, journalists and weblog authors. It is expected to launch by the end of May.

According to the announcement, the weblog, which does not yet have a name, will include Mozilla news, announcements and commentary. Official Mozilla Corporation position statements and responses to media coverage will also be included. Some weblog entries from Mozilla community members will be cross-posted to the official weblog. There will also be tips and tricks for users.

The announcement states that the weblog will be "authentic, yet humorous" and that "we shouldn't take ourselves too seriously nor be too watered down". When addressing serious issues (security and privacy are explicitly mentioned), the weblog will "temper its voice in accordance with the subject matter". This suggests that the weblog will attempt to emulate the carefully-controlled informality exhibited by many official corporate weblogs.

The content on the weblog will be created by the Mozilla Corporation's Vice President of Marketing and Product Management Chris Beard, Director of Product Marketing Paul Kim, public relations representative Mary Colvig, Public Relations Manager Melissa Shapiro, community coordinator Asa Dotzler and others. Some posts will be attributed to particular authors but official statements will be credited to just "Mozilla". Contributions will be invited from readers but the management team will have the final say on what appears on the weblog.

Though the Mozilla Corporation occasionally issues press releases, it has never had a single, official source of news before. When the Mozilla project first began in 1998, there was virtually no formal public relations effort and important announcements were typically posted to a small audience on newsgroups or MozillaZine (which, contrary to popular belief, has never been an official mouthpiece of the Mozilla project). More recently, major news has increasingly been disseminated by the growing number of weblogs maintained by Mozilla community members. However, this has sometimes led to confusion over whether a weblog post represents an official statement or just one individual's opinion, frustrating both journalists and members of the Mozilla community alike.

By creating an official weblog, the Mozilla Corporation will have the opportunity to improve communication with both its own sprawling community (which has grown to be one of the largest in the open source sphere) and the wider world. However, it will primarily be a marketing and public relations tool, attempting to ensure that news relating to the Mozilla project is seen through a prism favourable to the position of the Mozilla Corporation. "Ultimately," the announcement says, "the blog needs to support the communication of both the Mozilla and Firefox brand story in ways that align with our orientation as an open source project and public benefit organization."


#5 Re: aren't there enough blogs out there already?

by mozpkim

Saturday May 12th, 2007 1:35 PM

You are replying to this message

There are a few issues we're trying to fix by having a central MoCo blog, tsahi.

1. Persistence of information Aggregators like planet.mozilla.org and mozillazine feedhouse don't archive, and aren't searchable. We want people to be able to have easy access to a more or less stable archive of Mozilla content. We plan on cross-posting content from many individual Mozilla contributor blogs as well.

2. Digestibility Press releases are useful for some kinds of announcements (new releases of software, partnerships, etc.). But they aren't a good format for other types of information that are important to communicate in a way that has the weight of Mozilla behind it. We're also planning to post content for new Firefox users that isn't suitable for a press release: tips and tutorials, community updates, etc.

3. Ease of publishing Getting a press release ready and pushing it out takes several days, if not weeks, and requires work from MoCo marketing, webdev, and IT folks.