For example, in a July 8 post, he answers a basic query about Network Appliance's competitive position by explaining that storage king EMC is like one of the Big Three auto makers, while Network Appliance is akin to the top maker of sport-utility vehicles. To more sophisticated posts he responds with technical specs on the company's products, reams of market-share data, a breakdown of sales growth, and other detailed information. Woodcock's role of defending Network Appliance has gotten a lot tougher in the past few months. The message board has been besieged by Network Appliance critics, some of whom apparently blame Woodcock for persuading them not to take profits sooner, and short-sellers who are betting the stock will fall further. Both varieties bash the company and Woodcock relentlessly.
Woodcock knows some board regulars feel that way.
Others don't mind and think it's good that I keep it up and don't let the bullies push us around. When interviewed on the phone and via e-mail in recent weeks, Woodcock seems more philosophical than defensive about the attacks, which he says he doesn't let bother him. He says he responds, not for the benefit of board regulars, but for newcomers. Woodcock says he generally loves the sense of community he found on the boards and values the friendships he has made. When his father died in March, his regulars on the Network Appliance message board were some of the first people he told.