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)