But companies aren't replicating the free-flowing exchange that has been a hallmark of the broader blogosphere. Rather, companies are trying to harness that freedom and conform it to business needs, with forward-thinking companies using strategic planning and formal policies to shape the use of blogs and other Web 2.0 tools to drive more communication and collaboration among workers.
Bringing on the blogs
Companies are using internal blogs for several purposes, according to a June 2007 survey of IT decision-makers at U.S. companies with 500 or more employees that are piloting or have implemented blogs. According to the survey by Forrester Research Inc. in Cambridge, Mass., 63% are using blogs for internal communications, 50% for internal knowledge and communication, and 47% to position the company and its team as thought-leaders in their field.