Putting the troubled history of its nowwearetalking website behind it, Telstra has re-launched its efforts to communicate with customers and stakeholders online, focused on a new blogging site dubbed "Telstra Exchange".
The site launched today, to coincide with the telco's annual general meeting being held in Sydney this morning. It features a news section, as well as blogs that Telstra promised will be about technology "from every view".
"Within this structure we're hoping we can inform the online conversation by introducing the people behind Telstra. People like our senior leaders David Thodey, David Quilty or Michael Lawrey, or hands-on employees like internet guru Jono Haysom and social media guy Mike Hickinbotham," wrote Telstra's head of social media and online media relations Kristen Boschma on the site.
Boschma added that she would be the overall leader of conversations on the site, which appears to take the form of a traditional blogging platform of the sort popularised by WordPress and Movable Type. Telstra's previous nowwearetalking site was much more complex, featuring several sub-sections.
Telstra chief executive David Thodey has also posted a welcoming video on the site, saying the site was more than just a corporate blog.
"Telstra Exchange is a blogging website... But it's more than that. It's a symbol, too, of our new approach to communications here at Telstra," he said. "That means it's a place for you to tell us how you feel, especially about innovation and technology."
At times the site had become controversial, with Telstra using it to allege bias on the part of some telecommunications journalists, as well as attack rivals such as Optus and even the regulator, the Australian Competition and Consumer Commission.
Thodey's ascension to the CEO role has been broadly interpreted as bringing a less adversarial approach to the telco's relationships.