Microsoft is publishing a new consumer-oriented blog called Click! that’s aiming for average folks using Windows, building the brand with a lighthearted touch and providing “coverage” of Windows-related topics from the company’s perspective.
The best entry since it began publishing July 10 is about a Canadian programmer who named his daughter Vista Avalon Simser. It ran under the headline “Vista, baby: Cute until she boots.” But it didn’t mention that little Vista’s online birth announcement showed her wearing an iPod onesie.
It’s fun, but I’m not sure Click! will win over the A-list blogging clique that embraced Robert Scoble before he left for a startup last year.
Scoble roamed around Microsoft and blogged about various things happening at the company, raising the profile of the company among the Web 2.0 chattering class. Click! is produced by technical editors and writers and former journalists with a different mission, according to its introductory statement:
Click is a Microsoft blog for the rest of us — a place to share stories, blow off steam, swap tips, get help and talk shop about Microsoft Windows and the other technologies in our lives. So whether you’re an armchair technophile or you’re still learning your way around the keyboard, we think you’ll find something worth checking out here each week.
Where Click! is similar to Scoble’s blog is in its unstated mission to provide a sympathetic alternative to independent news outlets covering the company. The more the merrier, I guess, as long as the public knows what’s news and where it’s coming from.