N'gai Croal notes in his blog that Sony should address the problem of them not having an active presence in the realm of blogging. He cites Ozymandias (Andre Virgnaud) and other Microsoft bloggers like Major Nelson, Gamerscore, and Game Tycoon as a nice example Microsoft reaching out and making a connection with the citizens of the internet.

Although Ozymandias' motives are, as N'gai Croal puts it, "hilariously transparent", Ozymandias' blog does well to bash anything and everything Sony. Furthermore, it provides that consumer-to-company link that Microsoft needs.

We need to distinguish between "viral" marketing and "guerrilla" marketing. The reality is that no agency can create viral marketing, this is the sole domain of the consumer. Viral marketing is what happens when a campaign works - when we allow their message to travel via our own superefficient conduits. Perhaps it is entertaining on its own terms, divorced from the message. Perhaps it is a game or a story, like I Love Bees or other ARGs, where we take ownership in it. What distinguishes this from guerrilla Marketing is that we are aware of the message. When we are not aware of the message, or when the agents of the message misrepresent themselves, we call this "deception."

Being relevant in the digital space is something that I want to see our organization do better. We've made some moves recently to do some of that. It's baby steps, but it's something you'll see more of from us going forward.