Certainly the dangers are massive, for both blogging and the companies concerned. One hopes that blogging is developed and entrenched enough to withstand an assault from corporates looking to exploit another ‘open source’ medium? But the market is powerful and I have a feeling it will be the corporates who do it badly that will, in the end, feel the pain. “Don’t go toward fake blogs. Don’t launch character blogs. Use a blog for what it’s for, transparency,” said Steve Rubel, vice president of client services at CooperKatz & Co., a New York PR firm.

As blogging becomes more and more accepted as a communications tool, I think the role of a blogger in an organization is going to move from being one person to just being part of the whole schema.  How long ago was it when the "Webmaster" was one guy or gal doing all the grunt work on a site?  I see blogging as no different.  We're going to have a vanguard of early company bloggers who will set the standards for others to follow.