The FT On Blogs
David Bowen in the FT has an interesting piece on business blogs (ft.com) , which although it is skeptical about the genre, also confesses that he is planning to start his own blog. He points out that the interesting thing is that a blog really depends on being genuine and open, and not just engaging in corporate puffery. So he gives low marks to Boeing, but high marks to Edelman. That is a perfectly valid point. Companies are struggling with blogs, mainly because it involves ditching a lot of the language they are used to, and adopting something much more informal instead. Only a few are getting it right so far.
