A free, 13 page PDF essay posted at Change This titled The Corporate Weblog Manifesto. Much of the author’s message is applicable to small businesses, too.
Before you post to the company blog again, read this manifesto. To blog guru Robert Scoble, business bloggers should have a few things in common. Among them, they should steer clear of PR-cleansed jargon, they should have a thick skin, and they should avoid writing during times of emotional turmoil. Scoble, a Microsoft strategist, knows his stuff–he’s one of the best-known blogging personalities on the Web. By Robert Scoble
