The blogging phenomenon has started to make companies view the potential benefits of corporate blogging. They all agree that blogs achieve a mass media effect through the high level of networking in the blogosphere wherein news disseminates very rapidly. The blogosphere (online community of blogs and their writings) has heralded a new communication tool that can influence public opinion of a company. However, companies are slow to react to the growing credibility of corporate blogs as communication channels.
A recent list of Fortune 500 company blogs shows that only 5% of the United States corporations have joined the blogging arena. Companies are treading this still unfamiliar territory with caution and skepticism. Company executives, public relations people and legal experts are just starting to figure out how they can utilize the potential of business blogs without subjecting themselves especially their companies to possible complications. Indeed, some companies are hesitant to plunge into the scary world of blogging for fear of encountering legal and business risks inherent in blogging such as libel, slander, lawsuits and disclosure of confidential and proprietary...
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