What Is A Blog To A Company or Management?

I was recently asked to write a summary as what a blog is to our company. I wrote it thusly:

?What a Blog Is: It's a communication medium. It's a grassroots community and authority builder where anyone (mail clerk to CEO of a company) can build a direct connection to the customer while establishing themselves as an authority on its subject matter.

What we want to do with it:

In the case of [this company], being one of the first of our kind gives us the advantage of connecting to customers and other investigators/professionals by sharing information and opinions regarding our field. The marketing for our product is built right in--just look at our posts. We report, comment, and theorize on important issues, and that only lends to the credibility of our brand. [Our product] sells itself by letting our President and associates speak on what is important the industry.

I'm a bit of a zealot in terms of the blog, as I championed it from day one. I couldn't have asked for a better result either--I think it looks great, [the President] has proved himself to be a fantastic blogger, and it's getting attention from various safety sites/organizations. All of this does nothing but raise awareness on issues we want to address, all while marketing on a human, personal level about our commitment to the customer.?

A bit marketing-ish, but true. I don?t think blogs have to fit into a single definition, but that was my definition ever since I wanted my company to blog. For those looking for a good angle to show to management, I?m hoping that this may help you a bit.

Blogs are about truth, and marketing is about lies. The idea of using blogs as marketing is breaking the mold, and I?m happy to do my part. I hope you encourage your own company/group/organization to do the same. It?s refreshing and rewarding.

For the love of a God you say,
Not a letter from an occupant