Mike Moran started a great dialogue about corporate blogging and made a compelling argument in favor of “corporate” blogs that’s worth a closer look. First off, I think many corporations need to have blogs. Not all, but many. Your company can prepare itself for what it will take to blog and benefit from creating a conversation with your customers.
The question I have is: what happens when your blogger’s brand becomes bigger than your company’s?
For instance, look at what happened when Danny Sullivan left Search Engine Watch and started Search Engine Land last year:
To be fair, the Microsoft.com/scobleizer.com comparison isn’t as compelling an argument :-) :
Frankly, you should be so lucky as to have a company blogger whose brand grows as large as these two have. What’s important isn’t whether or not they eventually leave – they will. What is important is how you respond. And that needs to be part of your preparation, too.