A report just out by IT industry analysts Forrester Research recommends that corporate use of blogs should vary based on business goals, and companies should start slowly with blogs but start with them now.
The research was conducted by Forrester analyst Charlene Li, who started a blog in September. The 18-page research report is available only to Forrester clients (price $349). From the executive summary:
Blogging: Bubble Or Big Deal?
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.