"..Another big challenge is the misperception of how to blog. It’s not lengthy white papers, stilted memorandums, and corporate speak, but needs to be more akin to engaging coffee house/cocktail party conversation The savvy corporations tap people who are great minglers and conversationalists, who can host a great conversation as well as partake in the other conversations out there (i.e. visiting and posting on other blogs)."
Right on! Advanced Business Blogging whether it's Enterprise or Small Business Blogging depends on frequent content creation and very narrow focus. Find the people in your company who are the most passionate, and have access to the most stories about your company and most importantly, your products or services.
I'll give you a hint...they probably are not C-level.
