How to be successful with corporate blogs:

(With hats off to Shel Israel, author of Naked Conversations)

1. Well first off, have a management that says, "We trust you, go ahead and blog. Blog about anything you want. Anything, really."

2. To make sure change happens, ensure that mid-level people are empowered. Every company can have an executive staff that blogs. And in cases where only the executives blog, it's often boring. Conversations are important, not top-down communications.

3. Realize that ROI on blogging is soft, but significant. What's the ROI of someone liking you, or for something like helping out with Katrina? Don't kill the blogs because you can't see a direct ROI.

4. Very few people ever make money by blogging, but many make money because they blog. You've still got to have great products, but once you do, then the transparent conversation of blogging can help you reach your customer and keep the relationship going.

5. A blog is a way to give readers one of two things, either something useful or something interesting. Please do one or the other.

6. Don't be afraid to be a little controversial. When you enter a fist fight, don't be afraid to whack someone on the head with a bottle.

7. Figure out any way you can to extend the conversation. In the future, a company will get more of a customer/fan/friend's energy if readers believe in the enterprise, and know the people--not just the products.

They'll sure get more of my attention.