A blogging question

Naturally, I follow many blogs. More than that, I pay attention to blogging–how blogs are used, what they do, how they relate, and what this blog has done for me.

From all this observation, it’s clear that blogs can enhance the visibility, reputation, and influence (a little) of individuals. They can meaningfully support the mission of media organizations.

My question is, how can blogs best be put to use by non-media firms and organizations? Many foundations and companies have blogs. From what I’ve seen they mostly don’t get much attention. Their content often seems not linked in to what’s important RIGHT NOW. They’re stodgy. Am I wrong?

Can blogs be a useful component of non-media organizations? If so, how? Anybody noticed what I’ve noticed? Anybody thought about this? Anybody have answers?

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