The blogosphere is the place to be, apparently. Anyone who's anyone, and plenty who aren't, are filling the net with their thoughts and experiences (including the editor of this publication).

It is touted as the essence of the democracy the net is made for, and companies can see many possibilities, including using blogging as a novel means of engaging with stakeholders.

The democracy thing raises a philosophical question along the lines of the tree falling in the forest – does somebody have a voice if nobody is listening? But let's leave that aside and focus on the question of blogging as an engagement tool.

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