As business blogging becomes more widespread, two main approaches have emerged. There are bottom up bloggers and top-down bloggers ...
... and then there are a scant few companies who are in between. Each approach is vastly different.
Bottom-up blogging can either start organically or with an edict or blessing of the corporation. Famous bottom-up blogging corporations include Microsoft and Sun. Basically, this is blogging at its best. It's real employees dishing out the straight dope from the bowels of a corporation. It's unfiltered, fun and, for many, incredibly risky. However, when done right, bottom-up blogging can change a corporation.
The majority of blogging companies, however, fall into the top-down camp. They devise a blogging strategy with input from execs, communicators, marketers, HR, etc. They deliberately determine who will blog for the company on what subjects at what time and in what place. Famous top-down blogging companies include most major media companies, GM and Cisco.
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By Steve Rubel - Contributing Writer