When Your Boss Wants You To Blog

Businessweek has a good story on blogging at work – with the boss's blessing.

Until recently, the thought of employees blabbing freely to the masses about their work on company time — without the suits from PR hovering over them to stay "on message" — would have created panic in the executive suite. But in the past year, employee blogs have begun to multiply across Corporate America — and a growing number of companies approve. It started mostly as a techie thing when engineers and product developers at places such as Macromedia, Sun Microsystems (SUNW ), and Dell (DELL ) began posting first-draft free-for-alls of their own volition as a way of communicating with customers, each other, and the outside world. Though employees represent just a fraction of the 2.7 million bloggers today, experts predict they will grow robustly as consumers demand information in a more unvarnished way.

Increasingly, execs see employee blogs as a way to transform a transaction with a faceless behemoth into a personal relationship with an employee. Blogs are also hyper efficient at driving product innovation. And they create loyal audiences. Once people get hooked, they keep coming back for more. "This is nothing less than revolutionary," says Dave Winer, a fellow at Harvard Law School's Berkman Center for Internet & Society.

I wonder if they still feel that way if the blog isn't work related.

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