Business Blogging – Ted Shelton

Here’s the start of an interesting conversation by Ted Shelton into business blogging:

The core thread: Blogging is a peer-based communication. However companies do not have this peer relationship with their audience so they have to build authenticity. How? Through access and accountability. So? That means that those within the organization with power to change things need to be speaking. And they need to speak to everyone – even the main detractors.

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