Fortune's Dos and Don'ts for Corporate Blogs:What's Next

Unlike rival Forbes, Fortune hasn't felt the need to bash blogs. They're here, deal with them, has been their point of view. Matthew Boyle at Fortune.com has written excellent corporate blogging tips for companies entering what Technorati's David Sifry calls the "scary" world of blogging.

• Whatever you do, don't sut down your employee's blogs about everything from your products and workplace environment alongside posts about their trip to Aruba or their cocker spaniel. Instead, talk to them about your corporate blogs.
• The most important question to ask is whether your company should even blog at all.
• The CEO doesn't have to be the person who blogs
• Find something to blog passionately about, even if your product is boring. In that case, blog about what your customers care about.
• Update your blog often and use lots of links.
• Don't wait until a crisis hits to set up a corporate blog -- it needs time to build up trust.
• ...whatever you do, don't let your corporate flacks write your blog.
• Don't expect a blog to turn your company around.