I think a lot of companies (including pr and marketing types) still see blogging as just another one-way broadcast medium. I think that a lot of companies know they need to do something "about blogging" but I'm not convinced that everyone understands why.
The point of blogging isn't so much communicating your own message.
The point is to use blogging as a sounding board and listening post.
The point of blogging is to "flatten your feedback loop."
What is more valuable than listening to your customers and hearing:
- what they want
- where you come short
- how you can give them more of what they want and are willing to pay for.
Good corporate blogging isn't one-way.
Good company blogs are a mechanism for collecting a lot of customer and prospect input.
Effective commercial blogs turn that input, those ideas, into profitable action.