Conclusion: The arrival of weblogs over the last two years has opened new opportunities for communication and is a well known marketing device aimed at audiences outside an organisation. The principles of a blog: direct contact and debate are applied at online message-boards where company executives answer questions and take advice on new software from users.
An intranet blog used however, as another form of internal public relations, with comments posted by executives aimed at employees, may only serve to uncover the assertive self-promoters within an organisation.
Within an organisation blogs may be used to disseminate information to groups of staff and replace group emails. A blog to share expertise among staff may be more productive and useful because the volume and flow of information in companies is large and an electronic noticeboard in a blog offers a medium to manage the information.
In considering blogs for staff to use it must be clear what medium the blog will replace, to some extent email, and consequently, what rules will govern its use. Select a small group to trial its introduction and from that experience use the feedback to expand the use of a blog to other relevant groups.