Corporate blogs engage audiences, but how far can they reach? Google puts the medium's boundaries to the test by using its blogs for issues management.
The corporate world's embrace of blogging has been half-hearted at best. While some companies see the potential to reach a vast array of audiences, others see blogging as merely a soapbox from which its executives can pontificate. At its worst, corporate blogging is nothing more than self-important navel gazing or is simply nonexistent.
But Google is ...