The article says "Marketers say engagement is key" and the truth struck me as I saw a comment on my post on the Network Solutions' blog this morning about a post I had made on the blog.
How simple the conversation is- reader posts comment and you get a chance to reply. This is similar to what Marsha Collier writes in her book The Ultimate Online Customer Service Guide http://amzn.to/hBLaF6 - even if you sell online you cannot ignore the personal touch is worth it's weight in gold. it's something every small business owner knows and needs to be reinforced with online merchants.
A corporate blog is a great communication tool and I have learnt on a trial by fire basis too
Among Fortune 1,000 companies surveyed by blog printing firm Blog2Print, nearly a quarter had a corporate blog. The marketing department was most often responsible for writing it, followed closely by a social media or blog specialist, and the tone of blog was normally set by the company’s CEO. Asked what made a blog great, respondents cited an engaged community nearly twice as often as any other attribute.