He is a blogger, she is a blogger, every other person seems to be a blogger these days. Even business organizations are encouraging their employees including senior management to blog. But is the strategy successful, not by a long shot in most organizations. Why? The writers are not always interesting in terms of writing style and content, and worse many especially those in the higher levels like CEOs do not even write their own blogs. Employees recognize when the stuff does not match their CEO’s personality but that of someone in the PR department of the company. There have certainly been companies that have had great success with their internal blogs, take Intel, Sun Microsystems and IBM for instance. In fact they have been so successful that they also publish some of their blog posts externally. So how can a company make an internal blog work? It can do so by encouraging free discussion of issues, encouraging employee participation and communication across different levels, and development of corporate knowledge. The ultimate goal should be to create something meaningful, otherwise people can think up of a million other more interesting/important things to do.

Source: Management Issues