The Wall Stree Journal has an interesting piece describing how companies are finding that establishing corporate blogs goes a long way towards “connecting” with their customer base.
The money graf, as far as that thesis is concerned:
The blog as business tool has arrived.
Some eight million Americans now publish blogs and 32 million people read them, according to the Pew Internet & American Life Project. What began as a form of public diary-keeping has become an important supplement to a business’s online strategy: Blogs can connect with consumers on a personal level — and keep them visiting a company’s Web site regularly.
With corporate giants like General Motors establishing blogs, it’s going to become even harder to ignore the possibilities that blogging offers for consumer and corporation alike, regardless of the industry involved. Can a CBS “Ombudsman’s Blog” be far behind?