Corporate blogs must not look like their advertisments. It should look authentic, so it should also contain some negative comments regarding the company's operation. The information which is published on blogs should not be available anywhere else. It has to be updated quite regulary (I cannot say I did this in my blog...), otherwise the readers will fine other more interesting blog to read. Company's blog should be adequate to the company's profile. Employees should be allowed to blog as well, but there should be a policy regarding blogging and revealing confidentaial information.

Company should monitor competitors blogs.They should also measure effectivity of their own blog with the help of RSS.

All e-tools used in the company should be integrated: e-mails, blogs, websited, PR should be in one line. This is very important for the company's image.