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There's no doubt that the nature of corporate communications is changing. The top-down model, with memos and newsletters, is quickly being replaced with a less formal, less hierarchical one, in which open debate and instant feedback are the order of the day.
The ability to create a more personal engagement with employees and customers has seen blogging explode into the realm of business, which has had the knock-on effect of giving the technology approval by association. Libraries, universities and research facilities are all starting to embrace the blog.
The popularity of the technology has not escaped the usual suspects in the online business world. The ...