Does Your Company Belong in the Blogosphere ?

Nice article on business blogging in the Harvard Management Communication Letter. Nothing really new, but a good primer. It tells you what you could achieve with a blog...

• Influence the public "conversation" about your company: Make it easy for journalists to find the latest, most accurate information about new products or ventures. In the case of a crisis, a blog allows you to shape the conversation about it.


• Enhance brand visibility and credibility: Appear higher in search engine rankings, establish expertise in industry or subject area, and personalize one's company by giving it a human voice.


• Achieve customer intimacy: Speak directly to consumers and have them come right back with suggestions or complaints—or kudos.

...and how to achieve it...

• Have a distinct focus and goal !
• Feature an authentic voice !
• Are open to comment !

It also comes with a good "rule of thumb" from Pete Blackshaw to answer the question above:

"If your legal department requires three weeks' review time before you turn around a posting for your blog, you are not a good candidate for blogging."

(via Knallgrau)