Web logs, or “blogs,” have gained enormous popularity over the
last few years. From traditional journalism to consumer marketing, few
communications channels have escaped their impact. This is particularly
the case in corporate America. Many companies have realized that
company-sponsored blogs offer a means of communicating with customers in a
more direct, personal manner. At the same time, employees are blogging
about product strategies, financial prospects and corporate politics with
or without their company’s knowledge and/or approval.
