I have long admired Lilia Efimova's work on blogging. If you are interested in what it means to blog within an organisation then I suggest you read this recent article by her on Blogging for knowledge workers: incubating ideas.
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.
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