I know Jim’s article, Blogging is not a thing, it’s an attitude, isn’t really about business blogging in general, and that it’s aimed fairly squarely at old media trying to be cool and whatnot…but it’s actually very good advice for any businesses thinking about adding a blog to their web presence.
Setting up a section of your Web site and giving it a different name does not make you hip and cool. You don’t all of a sudden become a blogger one day because you call something a blog.
Readers connect with a blogger. They know things about them, they laugh together and sometimes argue over points in a story. It’s a give and take relationship that not everyone can handle.
Give it all a good read, then print out a copy to present at your next company meeting to whoever is heading up your companies new blogging initiative.
Actually it’s even pretty decent advice for jumping into social networking for business too.