Podcast length: 9:38

Deloitte –- you may also know them as Deloitte & Touche –- is a global business consulting firm with deep expertise in audit, tax, consulting, financial advisory. Its main asset is knowledge, and it has an integrated approach to how it distributes that asset.

In this Marketing Edge segment, you’ll meet Pat Harkin, national director of marketing for Deloitte Tax. Here is a marketer who combines traditional communications theory with new technologies that embrace his client base, using Deloitte’s greatest asset: knowledge. That knowledge gives the firm’s clients the confidence to move forward toward their business objectives.

As you’d expect, a conservative consulting practice like Deloitte is not Twittering away its assets or blogging just because it can (although they do have some blogs, like its Women’s Initiative WIN Blog).

Deloitte is, however, implementing audio and video formats in a controlled environment, guiding its viewers, readers and listeners through the shoals of their areas of expertise. Deloitte also implements several RSS feeds. One of their podcasts is called Deloitte Insights.

Also in this podcast, the Marketing Edge is giving away a copy of Seth Godin’s new book, The Dip. It’s not available yet, but we’ve pre-ordered and you can learn more about the book at www.squidoo.com/theDipBook.

Why do you want The Dip? It will help you figure out if you can quit what you are doing now and pursue a more rewarding experience. Know when to hold to ’em, know when to fold ’em. The Dip comes out May 10, and you can be one of the first to get a copy by e-mailing marketingedge@providentpartners.net or calling 651-695-0174. The first e-mail or call we get gets the book. For all other e-mails and calls, Provident Partners will donate a food item to a local food shelf (up to 100 items per month; I still have five kids to feed, too).

Podcast length: 12:25

Wouldn’t you like to be a fly on the wall in the conversation between a big company’s CMO and the general counsel on whether the company should have a blog? I would love it. You have that chance by listening to David Ritter’s presentation at Social Media 2007, a conference for marketers and corporate communication leaders sponsored by Business Capital Edge. The conference takes place April 5 and 6 at the Sheraton in downtown Chicago.

David is an attorney with the firm Neal Gerber and Eisenberg. His presentation — “My employees are blogging: What do I do next?” — has received excellent reviews, and he is our guest on this episode of the Marketing Edge. I’m a cautious counselor on blogging, and David’s presentation is a must for any marketer approaching the “blog now!” Kool-Aid punch bowl. This podcast outlines some of the many parameters marketers need to consider before even approaching a conversation with other senior managers about blogging. There is also room in this debate for those responsible for human resources, as well.

Also, be sure to register for our contest. We’re giving away two full-ride registrations to Social Media 2007. Just complete this quick seven-question form.

Here are a few excellent sites and resources for corporate/employee blog policies, just to whet your appetite:

• IBM’s blogging policy
• Plaxo’s blogging policy
• Sun’s blogging policy
• Business Blog Wire: general articles on the topic
• “The Corporate Blogging Book” by Debbie Weil