"What we discovered was that for the majority of our survey sample, (which includes some of today's biggest corporations and scrappiest underdogs), corporate blogs are living up to all the hype. We discovered that corporate blogs are giving established corporations and obscure brands the ability to connect with their audiences on a personal level, build trust, collect valuable feedback and foster strengthened relationships while and at the same time benefiting in ways that are tangible to the sales and marketing side of the business."
John Cass, Kristine Munroe e Stephen Turcotte (2005). Corporate Blogging: is it worth the hype?. Backbone Media, Inc: