Leaders: Do you Grok Blog?
Leaders and Companies alike want to engage with their audience.
The Trend - everyone is doing it - is to promote your personal or your organizations' values, engage with customers, or just hawk your POV with a little blog here, a forum there, perhaps a tweet.
The authors of Groundswell recommend getting a handle on this, and doing it the right way before you do it the wrong way. Its both testing your organization's voice, and your customer's apptitude for your voice - their willingness to listen to you and whether they will respond to you as credible.
The authors recommend the place to start is with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. You can use the tool on this page to get started.