VITAMEDIAS
The What, Who, Why of Blogs: While bloggers aren't constrained by the policies and schedules of big media organizations, they also aren't bound by traditional journalistic standards, or necessarily trained in the craft. Also, their work doesn't benefit from the professional editing and fact-checking that a first-class newspaper or magazine provides for its reporters. So, a blog is only as good as the blogger.
'Bloggers Are Becoming Influencers': the Internet is the first medium owned by the audience and, yes, that means that this medium gives them a voice. The wise media entity - newspaper, magazine, radio or TV station - will use it to listen to that audience, to find out what they care about and what matters to them and what they have to say. This creates a new and powerful relationship with the audience.
Blogging Goes Corporate: A company's decision whether or not to deploy Weblogs may hinge more on policy than on technical issues related to software deployment. More conservative companies may see Weblogs as too informal and too uncontrolled to justify the risk.