CEOs need to see that a blog can be a complementary addition to an existing online strategy.

Issues of what can be communicated on a blog will be tailored from existing policies on what can be shared publicly. The tone and style of delivery are different, and a blog receives and responds to public comments, but the first step into corporate blogging shouldn’t be a totally unknown leap.

What sometimes appears to happen (at least from a fairly tech-savvy consumer point of view) is that companies can think they’ve “made it” online just because they have a website. They were told repeatedly by web design companies, programmers, PR people – everyone – that every company needs a website to survive. That fatalistic attitude backfired – companies now sit on their static web sites, that are little more than online billboards, and think they’re effectively serving their customers.

It’s not just blogging. There are a number of tools that many of us take for granted that don’t feature on many corporate sites. I hope things continue to change.