OPEN

Jim Byford‘s concerned about the Technorati / Ogilvy announcement last week. He asks whilvyy Technorati would link itself to Ogilvy…

…or any so-called creative agency for that matter? I thought Technorati could be the Google of the blog world if it played it’s cards right. That is, blogging is a manifestation of human interests that cut across the commercial, private and public spheres. Is this not a step into the centre-ground of the commercial sphere too soon?

I can understand where he’s coming from, but I feel fairly relaxed about the whole thing.

I’m not sure I understand the nature of the collaboration clearly enough. Are thye just accessing the API and have built some tools for analysis and distribution, because those are effectively open to all, no?

Is this deal just a nice bit of brand positioning: a tie-up which works well for both parties: Ogilvy looks close to the UGC action and Technorati looks close to the media / marketing / business mainstream and gets some cash for the privilege?

And yes, to echo Simon Collister’s comment on Jim’s post, Technorati has already taken investment from Edelman to devleop local language stuff.

Jim also asks:

does this alliance open up a tacit acceptance of a new basis for collaboration between media/tech/creative businesses that get networks over channels as the key organinsing principle in the future of media?

My answer is an emphatic yes. Creatives and communicators need to understand the technology of the web and have access to the right skills and knowledge to be effective in working with it.

As for Technorati being the Google of the blog world, hopefully Google will eventually advance its blog search ot the point where it has that covered…