Após várias análises e discussão sobre este tema, deixo abaixo um documento que me parece muito conciso mas compelto sobre o tema. Indica também vários casos de empresas que rentabilizaram a ferramenta para melhor comunicar com os seus cliente internos e externos.

SUMÁRIO

Weblogging, also known as blogging, is an online phenomena providing the opportunity for employees at all
levels of an organization to communicate with each other and to form communities around products, projects, and
similar interests. As the technology has matured, many examples of successful blog implementations have surfaced
and best practices have evolved. Likewise, several missteps have been made along the way which serve as
learning opportunities.

This paper describes the different types of corporate blogs and their applications; lists best practices for running
one’s own corporate blog and for managing how your company is represented on others’ blogs; examines case
studies exploring successful and unsuccessful corporate blogging attempts; and contains a glossary of specialized
terms found in the blogging community.

This paper is intended for various audiences including executives faced with the decision of whether or not to
implement blogging at their company, human resources professionals who will need to handle blogging-related
incidents involving company employees, and marketers looking for ways to leverage blogs without damaging the
organization’s credibility in the fickle “blogosphere.”

Corporate Blogging