Here is a little taster:
Blogging is primarily known as an instrument for personal publishing, reaching a broad and often unknown audience without pushing content on them. While blogging is personal, most of its advantages are the result being part of an ecosystem, where weblogs are connected not only by links, but also by relations between bloggers. Those relations do not appear automatically: it takes time and effort before one can enjoy social effects of blogging. To sustain blogging before those effects appear it is important to find a personally meaningful way to use a weblog.
This is something that many non-bloggers still do not understand - a blog is much more than a personal publishing tool!
If you would like to elarn more then take a look at her PhD dissertation Passion at work: blogging practices of knowledge workers.