Blogging works because it gives your organization a voice. It gives you a place to express your personality, your passion, and your unique ability to impact the world. It shows the world that you are a dynamic organization that is constantly driving forward. A static website that states your services and doesn’t change for months does not set you apart as a expert in your field.

A blog gives you the opportunity to comment on world events and how it ties into your work. It’s your chance to talk about new products, new legislation, or other news stories that tie back to your organization and offers a reason to hire you.

The difference between a blog and a “news” section is that it is interactive. People can comment on your blog. And this just in – you can comment on their blogs too! This is the social component and it’s how to penetrate the blogosphere. And before you ask, yes, people can say anything they want on your blog and,
while you can delete it, you shouldn’t because you shouldn’t try to control the message. This is the nature of “viral” marketing. You can’t just take all the good stuff and delete the rest. You have to take your lumps too. Address the negative comments the way you would to any other media outlet and don’t flame them.