"Companies that wish to engage with the blogosphere face an intractable credibility problem. Bloggers are an anti-establishment lot, and messages from big business are automatically suspect. In bloggers eyes, most companies attempts to insert themselves into online conversation come across as ham-fisted at best, and disingenuous at worst," reports the Financial Times.
"Now some companies have begun to find ways to interact successfully with the blogosphere. The key to success, it turns out, is to take the company out of the picture and let the employees do the blogging."
In the same article, Robert Scoble from Microsoft is referenced as a 'company critic.' True. But he also says some bizarre things as well. On occasion, he seems to be creating Microsoft's marketing and product strategies on the fly and over the Internet. Neither of which he is empowered to do. Reading some of the comments to his posts, I sometimes feel I'm reading the words of latter day groupies. As you might gather, he has sharp critics. Including the extremely perceptive and often witty Andrew Orlowski.
This is an exciting medium and there is still much to learn about what does and does not work. But I can assure you, the so-called blogosphere is not inhabited by replicas of Piers Morgan, just waiting for you to drop a shoe so you can be attacked mercilessly. Unless of course there is good reason to raise concerns.