Forrester Research, one of the nations most respected technology research companies, issued a recent report finding great potential in corporate blogs.
Though you need to be a a Forrester subscriber to get the full report, Charlene Li a principal analyst on the Devices, Media, & Marketing team, posted to her blog when and how businesses should use blogs:
Although Weblogs (blogs) are currently used by only a small number of online consumers, they’ve garnered a great deal of corporate attention because their readers and writers are highly influential. Forrester believes that blogging will grow in importance, and at a minimum, companies should monitor blogs to learn what is being said about their products and services. Companies that plan to create their own public blogs should already feel comfortable having a close, two-way relationship with users. In this document we recommend best practices, including a blogging code of ethics, and metrics that will show the impact of blogs on business goals.
Thanks to my friend Steve Rubel at Micro Persuasion for the heads up on Charlene Li’s post.