In a Harvard Management Communication Letter, the school said blogs enable the brave few "to connect with customers online and advance corporate communications and marketing goals" and added that a well-written blog can boost a company's credibility.
The article states: "Permit both positive and negative posts on your blog and reply to comments made on other blogs pertinent to your area of focus. Respond in a professional and businesslike way. If you don't want to hear from your customers and critics in a public environment, don't blog."
It also urges companies not to allow their PR department anywhere near their blog and put the marketing-speak thesaurus back on the shelf. A blog which is "genuine, conversational and engaging" and which "eschews corporate-speak" is far more effective, it states.
I thought that last bit about the PR department was pretty funny, coming from Harvard Business School. Don't let the PR people write for your company...find the genuine people. Like MBAs from Harvard, I guess.