Business Week has a good article on the increasing use of blogging in the workplace, using Microsoft as an example.
For now, though, many are running the risk. In an era of fragmented media, with companies struggling to get their message out any which way, blogs are becoming a kind of undercover megaphone. One way to think of them is as the latest guerrilla marketing tool, a new kind of brand bait.
They’ll likely backfire, though, if employers attempt to exert control. “Companies inevitably will try to co-opt blogs,” says Dan Gillmor, author of We, the Media, a book about blogging due out next month.
Until then, happy reading.