Mario Sundar's Speakeasy

Twitter's 1st evangelism comms guy, Linkedin's 2nd PR guy. These are my thoughts on tech, public relations, and life.

Corporate Blogging and Barking?

Just a heads-up. After a LONG sabbatical, I’ve finally posted on MarketingProfs’ Daily Fix. It’s a sequel to my earlier post on Corporate Blogging ROI.

Feel free to check out the new Daily Fix post here.

And do share your thoughts. Thanks!

Filed under: Business Blogging

3D Corporate Blogging – Marketing, PR, Advertising

How has blogging shaped the evolution of the four branches of communication between a company and its stakeholders? A question that bedevils all of marketers and, but one that our friend Eric Kintz has bravely put forth to leaders in the different areas of corporate communication – Marketing, PR, Advertising, Creative and Research.

Here’s my take on three interesting perspectives that I could glean from the conversation:

1. Marketing

David Churbuck is Vice President, Global Web Marketing at Lenovo.
David’s personal blog: Churbuck

In terms of functionality, the primary differentiation between a blog and a standard site is the ability for the audience to comment and engage.

That’s so accurate in that David has echoed a sentiment voiced by Scoble recently in the Ze Frank-Rocketboom smackdown, regarding vlog download numbers. Scoble says:

There’s another stat out there called “engagement.” No one is measuring it that I know of. What do I mean?
So, why should engagement matter to an advertiser? Well, as an advertiser I want to talk to an audience who’ll actually DO something. Yeah, I’m hoping to get a sale.

How could we measure audience engagement?

Measuring audience engagement is definitely going to be the Holy Grail for us marketers and I know that already Charlene Li from Forrester research could help. Scoble suggests that Steve Gillmor’s Gesture Lab may also help crack the mystery of engagement numbers for blogs and vlogs. Who do you think will enable better stats on blogging and blog adoption?

2. Advertising

Will Waugh is Senior Director, Communications – ANA.
Will’s blog: ANA Marketing Maestros

More and more advertisers (B2B and B2C) see the blogosphere as a must in their integrated plans. The utilization of blogs is critical, particularly in a growing world where social currency is more and more important.

I couldn’t agree more with Will. Personally, I believe blogs are probably the most important brand-building tool there is out there today. Why? Because, as Jennifer Rice says:

…customers are our best sales force… when they’re rallied together into a community, their individual powers are combined into a brand-building force to be reckoned with.

Here’s an example of how Saturn built their brand around community (via Jennifer’s blog). Case study.

3. PR

Dan Greenfield – Vice President of Corporate Communications, EarthLink
Dan’s Blog
: Bernaisesource

Blogging is everything that PR isn’t supposed to be.

I couldn’t agree more with Dan. If by definition, PR is “the art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image” blogging turns it on its head and could very well be called “the art of truly communicating with an organization’s key publics“, which in itself could translate to a positive image!

Dan also brings up a great point that traditional PR is one-way (Us to you) while blogging is about two-way communication (us to you and you to us). However, I agree that blogging isn’t going to replace PR, rather is going to help redefine the way companies communicate with customers; rather than just talk, now they can choose to listen. What would you rather do if you want to build a relationship?

This is definitely a conversation that we marketers should revisit regularly to define the State of the Marketing Blogosphere. Kudos to Eric for bringing together such a conversation.

Filed under: Business Blogging, Miscellaneous

Why is Corporate Blogging Important?

Looks like this is CK‘s week. She’s got her first blog post up on MarketingProfs, and has succeeded in hitting all the right notes! First off, Congratulations to CK for putting together a timely, well thought out, and extremely articulate post on where exactly companies are stumbling while trying to emulate the Scobles and Rubels.

The discussion she’s initiated has gotten a bevy of responses from corporate marketers who believe there’s far more to it than meets the eye. As I noted on one of my earlier posts, most well-intentioned corporate blogs die a sudden death (28% of US corporate blogs started over the past year are defunct right now) and companies STILL do not get corporate blogging as evinced by the recent Wal-Mart blogging debacle.

Here are CK’s 5 rules for Corporate Blogging that I’m sure we all agree with: Connect, Share, Be Honest, Make Friends, Be Honest (meaning apologize when wrong).

I’d just like to add my favorite 3 caveats to the practice of Corporate Blogging:

(i) Blog Responsibly

I believe the onus of preventing a blog from being attacked by frivolous lawsuits lies solely with the blogger. Brad K. opines:

Essentially, until you can keep lawyers, litigious competitors and fanatic activists from using blogged information, you haven’t gotten close to explaining why blogging is a good idea for all businesses.

Each blogger has a responsibility to blog accurately and without violating the non-confidentiality agreements that he/she is a part of, because you are answerable both to the organization that you work for, as well as to the prospect or customer who reads your blog. Here is what Jonathan Schwartz – who is trying to effect changes that will allow corporations to announce quarterly performance, or disclose a material transaction via blogs – has to say on the topic of responsible blogging:

And I’m used to holding my tongue on issues that’d be deemed material to Sun’s financial performance. Like a pending acquisition or big sale, or data related to how our quarter’s going. In a public company, there are very strict laws surrounding how information’s disclosed.

Here’s a potential solution for corporate blogs. Have a “Blogging Policy” that is to be widely distributed throughout the organization. Ensure that you have an honest conversation and regular meetings with all company bloggers, apprising them of the pitfalls of frivolous blogging. The fear of lawsuits alone is NOT sufficient reason for corporations to not blog since if you do not then your competitors or prospects or disgruntled customers WILL blog about you.

(ii) Let’s talk ROI

As for the larger question: “Why is blogging a good idea for all businesses?”, I know this is a complicated question, one that Scoble & Shel have attempted to answer many times in the past, and I’m going to repeat what they said — that blogging is as important as talking to you customers, receiving feedback from them, incorporating their suggestions to new products, etc… and makes it incredibly easy to facilitate that exchange and archive the thoughts. Lewis Green says:

Based on my experience, I wonder if corporate blogging can ever achieve the kind of authentic passion and openness that would engage employees and customers.

I, personally, do NOT know of any other communication tool that engenders the kind of “authentic passion and openness that engage employees and customers” more than a BLOG. Now having worked in the corporate side of things, I agree that WE DO need to create tools that measure the ROI of blogging and researchers like Charlene Li of Forrester are currently working on such a solution, as we blog.

(iii) Intangible Asset

Do not ask what blogging can do for you; but ask what you can do with blogging. The fact that there are very few blogs out there, represents an enormous opportunity for a company to position themself as a thought-leader in their respective field.

Examples: (i) Edelman PR is now considered an expert in the field of corporate blogging, so when a prospective corporation is scouting for PR talent who do you think they’ll first turn to. Now this could lead to a $ million deal but unfortunately blogging will not get its due since the credit would go to the sales team that closed the deal. (ii) If I were thinking of data storage systems, I’d definitely turn to my friend and blog evangelist Jeremiah (from HDS) with my questions and I know I’ll have an answer rightaway.

From a business development perspective, I can tell you that blogging is one of the best sources to evangelize and thereby generate warm leads. Moreover, blogging will speak to your core target audience or prospective customer base more effectively since the readers of blogs are already actively researching for information (Pull vs. Push)

In my opinion, the benefits offered by corporate blogging far outweigh the pitfalls that is common with any ascendant technology or tool.

Companies like Adobe, Dell, and Wal-Mart are getting into the blogosphere because its imperative for their competitive advantage. CK’s post is a reminder for corporate marketers to do things right and to also blog for the right purposes. Blogging is inescapable for corporations and with a renewed focus on figuring out the ROI of blogging, corporate marketers can soon start blogging without fear and with a reason.

I’d really love to hear what bloggers like Debbie Weil (Author of the Corporate Blogging Book) and my good friend Easton Ellsworth have to think of the issues raised by CK’s post.

Filed under: Business Blogging

Is Corporate Blogging bad for your brand?

— and how to protect your $ billion investment, your Corporate Brand.

Since today is Link Day, atleast on this blog, I thought I’ll provide 5 links to interesting articles on Corporate Blogging culled from the blogosphere:

1. Lessons in Corporate Blogging by Nick Carr on Business Week

2. Fortune 500s adopt blogs faster than Small Growing Companies by Steve Rubel at Micro Persuasions

3. As a continuation on data mining corporate blogs, I stumbled upon this list of British Corporate Blogs posted at Corante by Suw Charman, author of the Choc’n’Vodka blog.

4. How do Blogs affect brands and vice-versa by Zachary Rodgers at Clickz

5. Robert Scoble’s interview on Corporate Blogging (via Global PR Blog Week)

Happy Reading!

Filed under: Business Blogging, Miscellaneous

Is Posterous ready for Corporate Blogging?

There were a couple of blog posts earlier today on Posterous now making it easier for management of group blogs. This is a welcome development for multiple author business blogs (like Tweetdeck’s for e.g.) on Posterous. But, before I go any further. For those of you wondering what Posterous is, here’s a starting point:

What is Posterous? Those of you wondering what Posterous is, here goes: “Posterous is the dead simple place to post everything. Just email us.”

Mashable writes that Posterous has now made it easier than ever for companies to adopt Posterous as purveyor of their social media goodness across the web. Given the past few years of research and practice (as blog editor for LinkedIn), I thought I’ll put Posterous to the test. Let’s figure out if the platform is ready for corporate blogging primetime.

As I’ve suggested in an earlier post of mine, corporate blogging has evolved from its ancestor – the static corporate website, to a far more complex, living, breathing social media portal these days. Take the Top 10 corporate blogs today, you’ll see that nearly half of them have a social media presence that extends far beyond a blog. Even the more traditional, larger Fortune 500 companies are testing the waters, with nearly 30% of them even having a Twitter account.

Eighty-one Fortune 500 companies sponsor public blogs, including Wal-Mart Stores Inc., Chevron Corp. and General Motors Corp., according to the Society for New Communications Research. Of those blogs, 23 link to corporate Twitter accounts.

To recap: in an effort to reach out and engage with their users, businesses now publish a slew of multimedia content – faster than ever. These include images (flickr, picasa, etc.), video (youtube, vimeo, etc.), microblogging (twitter, friendfeed, etc.), social networks (linkedin, facebook, etc.) that constitute the different sides of a company’s social media presence these days. Enter Posterous.

Five criteria to compare blogging platforms for a business blog

Posterous aims to mitigate the pain of managing these disparate multimedia streams of corporate content and as someone who has a personal Posterous account, I can attest to the fact that they do keep it real simple, so that anyone with an email address could get a blog up and running. Moving  forward, it looks like they’d like to extends that ease of usage to business brands who increasingly have a presence on social networks such as LinkedIn, Twitter, and / or Facebook.

While managing LinkedIn’s corporate blog, I’ve stumbled upon certain basic functionality a business blog must possess. Why don’t we run this checklist through Posterous’ capabilities today:

1. Multiple authors / Review system:

The primary challenge of any corporate blog is the need for a simple system that will allow any or all of the company’s employees to blog and the ability for a blog editor to review that post. The review process is doubly important for many reasons, chief among which is that companies have to be doubly careful about publishing content, especially in today’s world of SEC regulations.

With today’s announcement, Posterous allows company brands to associate their official twitter account ( to a company blog hosted on posterous ( So, if you’ve 3 contributors to your company blog, all three can post to the company’s posterous blog via email. This will then be automatically published to your Twitter company pages (for e.g.) if you’d like to. Not sure if it allows auto-population of your company’s Facebook page though. Leave a comment if you know the answer to that.

Multiple Authors posting to company group blog / twitter / facebook accounts: YES
Reviewing posts: NO

2. Ease of programmed publishing (Scheduled Posts, URLs, Scheduled tweets):

One of the most important features for brands using social media is the ability to schedule posts at different times, create custom URLs to enhance SEO and publish tweets from the brand’s twitter account. Currently, I do that using a combination of WordPress (for the blog) and Hootsuite (for Twitter). If your company uses Co-tweet as a customer service management dashboard, you can schedule tweets as well.

Ease of programmed publishing: NO

5. Ease of sharing across different platforms (Twitter, LinkedIn, Facebook):

This is one of the strengths of Posterous. Its ability to come packaged with auto-publishing capability to a plethora of different multi-media sites is invaluable. Basically, you can hook up your Posterous accounts to your other social media accounts (could be your company’s official Flickr, Youtube, or Twitter account, etc.) to auto-publish to one or all of these platforms at the same time. Posterous also allows you to do the same to your (let’s say WordPress blog), but I did try that for Marketing Nirvana in the past and it sucked.

Ease of sharing: YES

4. Social Commenting Systems:

This would be an extension of the #3. Most blogs today have incorporated the ability for readers to submit comments through one of three ways: Disqus, Facebook or your Twitter id. Posterous is set up so that every blog has this capability. I’d love for them to add LinkedIn as the fourth way to comment on Posterous. Given their recent integration with the LinkedIn API (for status updates), I’m hoping they’ll consider this feature request as well.

Commenting systems: YES

5. Stats

This is the most important dashboard for any corporate blog, since it allows you to monitor the effectiveness of content and craft your blog schedule and content accordingly. Most companies can use a free tool like Google Analytics that lets you drill down into different stats (from visits, pageviews, pages / visit, etc.).

All that Posterous provides are the number of clicks for each post. This may be sufficient for small businesses but the larger companies have the need to integrate social media monitoring into their wider marketing strategy and in that case, this may not be as effective.

Analytics: NO (but provides basic data)

Conclusion. Are they ready?

So, is Posterous ready for corporate blogging? I think the ease of setup and commenting and sharing across multimedia platforms makes Posterous a viable alternative for small businesses and startups getting started on social media, but for larger companies; the need for enhanced analytics and programmed publishing may hinder adoption at this point in time.

That said, I’d guess this is but a first step from Posterous as they continue courting that segment of the market as well. What do you think?

Filed under: Business Blogging

What is Corporate Blogging?

CIO: Insight had a recent interview with Scoble where he talks about corporate blogging. Thought you’d find his take on corporate blogging interesting:

Here’s how Wikipedia defines corporate blogging (and I agree).

A corporate weblog is published and used by an organization to reach its organizational goals. An external blog is a publicly available weblog where company employees, teams, or spokespersons share their views. It also allows a window to the company culture and is often treated more informally than traditional press releases.

I think the key goal for a corporate blog as stated above is “to reach a company’s organizational goals”. I’ve always looked at corporate blogs as a window into a company, a window that allows back-and-forth conversation between a company/those who create its products and its users. As Hugh Macleod, beautifully describes it – it could be that Porous Membrane that facilitates “the conversation”.

But in the poetry of such a “conversation”, should be embedded the nitty gritty of a company’s organizational goals.

How do you define a corporate blog?

Check out my other posts on corporate blogging.

Filed under: Business Blogging

When Harvard Business taught corporate blogging!

A trip down memory lane. In November 2005, Harvard Business School outlined the benefits of corporate blogging in a Harvard Management Communication Letter:

…the school said blogs enable the brave few “to connect with customers online and advance corporate communications and marketing goals” and added that a well-written blog can boost a company’s credibility.

The letter is also said to have highlighted three tips on corporate blogging, which echoes many of our posts on corporate blogging best practices since then. These were HBS’ suggestions:

1. Blogs as crisis management tools

In the case of crisis – far from being a PR disaster – a blog can enable companies “to shape the conversation about it”, the article states.

2. Allow comments – positive and negative

Permit both positive and negative posts on your blog and reply to comments made on other blogs pertinent to your area of focus. Respond in a professional and businesslike way. If you don’t want to hear from your customers and critics in a public environment, don’t blog.

3. Blog often

And most importantly, the article tells companies to make a commitment to update the blog regularly once they have told the world they are doing a blog.

It’s interesting to see how far we’ve come since then but it’s still many months; maybe years, before corporate blogging becomes standard practice. How long before that happens?

Only time will tell. But rest assured; you’ll learn it first here!

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Filed under: Business Blogging

Top 10 posts on Corporate Blogging

I agree with the Matt (Blog Herald) when he says that the Washington Post must have been living under a rock to have stumbled upon Corporate Blogging years after its being institutionalized in corporate America. It’s also over a year since my Top 10 CEO blog post, which featured Calacanis’ blog.

In a recent article called “Marketing goes to the Blogosphere“, Sarah Halzack writes:

Calacanis blogged to start conversations and be a part of a virtual community, but corporate bloggers are in it for other reasons: talking directly to customers or giving a personal touch to a big business.

The article is a case study on Honest Tea and Marriot’s blog, both of which haven’t yet found a place in my Top 15 Corporate Blog rankings. And, Sarah, quotes my good friend Debbie Weil with whom I’ll be speaking at Blog World Expo (September 19) – More on that later. Debbie describes the oft asked question on ROI of corporate blogging:

I think that the really important thing about using a blog as a business strategy is that usually you cannot connect the dots directly from blogs to revenue

There have been efforts in the past (in particular from Charlene Li at Forrester) that helps calculate the ROI of Corporate Blogging (go here and here). Since this is a much blogged about topic in the past, let me leave you with my Top 10 thoughts on related topics in a trip down memory lane.

Don’t forget to check out this quarter’s edition of Top 15 Corporate blogs a week from now, right here on Marketing Nirvana. (Subscribe)

Here’s a list of my Top 10 Blog Posts on Corporate blogging over the years:

#10. Top 15 Corporate Blogs – Ranked by Technorati – May 2008

#9. 5 Types of Corporate Blogs with examples – May 2008

#8. 5 Best Practices on Corporate Blogging – April 2008

#7. Future of Corporate Blogging – My panel discussion at SXSW 2008 – Mar 2008

#6. Let me clarify: Should CEOs blog? – July 2007

#5. Corporate Blogging ROI: What’s easy, what’s not? – Mar 2007

#4. Corporate Blogging ROI: Now we’re talking! – Feb 2007

#3. 3 Must have resources on Corporate Blogging – Nov 2006

#2. Why is Corporate Blogging Important? – Oct 2006

#1. Top 10 CEO Blogs – July 2006; the one that started it all!

…And, so many more

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Filed under: Business Blogging

5 things EMC learnt via Corporate Blogging

Given the nascent stage in which corporate blogging is, it’s always good to share lessons learned so the next batch of corporate bloggers (wherever they are) can read and learn. Recently, I posted the 5 lessons learned in corporate blogging upon the 1 year anniversary of LinkedIn’s corporate blog and so I was really pleased to stumble upon another such testimonial, but this time from a large company, EMC, and their lead blogger – Chuck Hollis (Vice President of Technology Alliances).

Chuck Hollis (VP, Technology Alliances and lead blogger)

Given below is a juxtaposition of Chuck’s key learnings (in quotes), with my $0.02 corporate blog learnings at LinkedIn (wherever applicable). So, what do you think are some of these lessons learned by a large organization to the art of corporate blogging and how different is that with corporate blogging best practices at a web startup

Read on for more.

Note: Let’s also keep in mind that the lessons Chuck learned is not just about a single corporate blog like I edit at LinkedIn, but more about an ecosystem of bloggers EMC currently fosters, much like at SAP, Microsoft, etc…

#1: The right bloggers within your company will find you

People blog proficiently for one reason and one reason only: they want to.

I think a key component of a community evangelist/blog evangelist at a startup is to get product managers and engineers enthused about blogging about the latest and greatest features they’re working on, since a startup’s corporate blog could be a/the key communication tool. The onus of evangelizing the benefits of blogging to every member of the team falls on the community evangelist. And, that differs from the “blog ecosystem” concept in large corporations, where the passionate bloggers rise to the top.

#2: Non-correlation with titles and blogging capacity

Just because you have a big title or a big role in the organization doesn’t magically embue you with the ability (or passion!) to blog effectively.

I personally think every individual can blog well when it comes to a topic of their interest and passion – product managers can describe their products superbly well while engineers have their own tech needs. Part of my role at LinkedIn is finding out what those special niche interests are and getting them to blog fluently on those topics. Having said that, I do argue whether executives should blog regularly. Methinks there are far more important issues to deal with.

#3: Groom bloggers – have an internal blog playground

One of the big reasons I wanted an internal social media platform was to have a “sandbox” to groom future bloggers. Guess what: it worked!

When I started at LinkedIn, there was an internal blog which was sparsely populated with content. Also, not all eyes were on this blog and sending out group emails seemed a better way of spreading memes within the organization. Hence, it made more sense to drive all attention to the corporate blog, which was the focus of my efforts. I also make it a point to send out a weekly email, outlining top 3 posts on our blog as a reminder to the entire organization to foster their involvement. Again, in a large company the “blog ecosystem” rules and having an internal blog playground makes a lot of sense in that context.

#4: Corporate blogging is an oxymoron – keep it real

The biggest challenge of any corporate blogging initiative is “corporate” — it has this nasty way of crushing all the pleasure out of what’s essentially a fun activity.

This would have to be true for all corporate bloggers whether they are from large companies or startups. I do think however, that startups may find it easier to break through the jargon given their relevant youth as opposed to well established large corporations.

#5: A community of bloggers

Newbie bloggers get all sorts of expert, compassionate help for free. And, even established bloggers need a bit of friendly feedback and coaching once in a while — including me!

This again could be true irrespective of the kind of company. I believe blogging is a passionate past time and as is the case with evangelism, once you’re bitten with the blogging bug, you make sure that you share the message with those who haven’t blogged yet thus building this community of bloggers.

Check out Chuck’s official EMC Blog | Check out Chuck’s personal blog

The bottom line is that blogging at a startup is quite different from blogging at a “corporation”, both with unique challenges. But, the underlying goal in both cases is simply the ability to communicate effortlessly without the barriers of a company, between the producers of a service/product with the consumers of that service/product. Period.

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Filed under: Business Blogging

Sun CEO sees ubiquity of corporate blogging?

How about ubiquity of CEO blogging? I don’t think so. I have said this before and I don’t mind repeating myself. I don’t see the era of CEO blogging happening, but I’d agree with the ubiquity of corporate blogging for obvious reasons, I’ll enumerate below.

(Credit: Corinne Schulze/CNET Networks)

Why CEO Blogging won’t work for most CEOs.

Earlier today at the Web 2.0 Expo, Sun CEO Jonathan Schwartz who’s one of the few CEOs blogging today suggested that rest of the executives will catch up with blogging and I beg to differ.

And he predicted, in effect, that the rest of the executive world will catch up. “Historically, communication took place by being a celebrity CEO who met with heads of state, and got the local media to cover it,” he said in an on-stage interview with O’Reily Media chief Tim O’Reilly.

As Godin stated earlier, here’s the problem with that assumption

Here’s the problem. Blogs work when they are based on: Candor, Urgency, Timeliness, Pithiness and Controversy (maybe Utility if you want six). Does this sound like a CEO to you? [Source: Seth Godin]

However, I agree with Schwartz when he suggests that there is a need for executives and leaders to communicate

“At some point the word ‘blogging’ will be anachronistic,” Schwartz said at the Web 2.0 Expo here in San Francisco. “I communicate.”

And, since not all CEOs are in the mold of a blogger (like Schwartz), the right question here is what are the easiest ways for CEOs to communicate effectively with their audience, given their disposition.

What may work for time-strapped CEOs?

1. Twitter.

CEOs can use twitter as a great online customer focus group where they can listen to users talking about your product/service. It’s as easy as steps 1-2-3 (just track your company name on twitter via a tool like tweetscan) and be a fly on the online wall.

As if on cue, yesterday’s post was followed with a Twitter Q&A initiated by Tim O’Reilly (again questions culled by tweetscanning Schwartz’s name) where Schwartz responds to questions from users’ on the panel.

However, I did collect all the questions after the fact, and forward them on to Jonathan to answer by email. The questions and Jonathan’s answers are below. I’ve presented it as if it were a twitter interview, snarfing up the questions from tweetscan, and then getting Jonathan’s twitter image from his own feed.

2. Corporate Blogs

Speaking of responding to user questions, despite my apprehension about CEOs wrestling with the challenges of a full-time blogging, I think it’s important that CEOs connect with the user community at every given opportunity. At LinkedIn, we’ve had our CEO Dan Nye respond to user questions on the NYT blog in the past.

And more interestingly, members of a company’s executive team can also be contributing bloggers (depending on how much time they’ve to spare). For e.g. how about a series from your CEO or maybe your VP of product around major product announcements. You can actually create a separate feed for these contributing posts if your audience so demands.

3. Professional networks.

Given my current day-job at LinkedIn, I’ve a close view of how you could use a professional networking site like LinkedIn for effective communication both within the company (via LinkedIn News) as well as external Q&A sessions with users of your product (via LinkedIn Answers).

Are there any other ways you see CEOs communicate effectively. Feel free to leave a comment, or two…

If you’re into corporate blogging, you may find these earlier posts of mine, interesting as well.

* ROI of Corporate Blogging
* Would Jack Welch have blogged as a CEO?
* Top 10 CEO Blogs (Redux) | March 2007
* 3 Resources on Corporate blogging
* The original Top 10 CEO Blogs (July 06)

Filed under: Business Blogging