Does Your Company Belong in the Blogosphere? by Katherine Heires from HBS Working Knowledge. Great to see publications like HBS started talking about blogging. To quote:

Blog is an incredibly effective yet low-cost way to:

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.

I liked this guideline for organisational blogging

Feature an authentic voice. “Don’t let the PR department write your blog. Bloggers will sniff it out, and when they do, you will lose all credibility,” says Weil. She points to GM’s Lutz as a senior executive whose writing style is genuine, conversational, and engaging, and whose blog—like the best executive-written blogs—eschews corporate-speak.