Barry provides an excellent overview on the blog session from SES NY.

I think the mistake some people make is they assume blogging is something they can simply bolt onto the PR/Marketing push.

That won't work.

For a blog to work, a blog must be a active participant in a conversation, and speak with true voice. That voice cannot be faked. How many lame blogs are launched where all they do is talk up a companies' products and sevices?

That isn't communication. No one is listening.

The PR voice is a fake voice. The marketing voice is often a fake voice. A blog voice must be the voice of a human being, not a faceless corporation or committee. It must speak personal truth.

No company is without fault and it is pointless pretending that it is - the market will see right through it. Scoble is interesting because he points out as many of Microsofts' faults as he does their triumphs. This makes Microsoft look warm and human, which is something they haven't looked like to many in the internet community for a very long time. To err is human.

If you want to blog, be prepared to speak the truth.

I wonder how many companies are ready to do that?