This is gonna sound like a plug, but Moveable Type features a few case studies highlighting companies that use blogs to serve customers. One that stands out is the organic dairy Stonyfield Farms, with their grassroots approach. In blogging about women’s health/wellness and organic dairy life, their real M.O. is to engender a sense of community among customers. Smart.
The debate of ‘to blog or not to blog’ grinds on for CEO types nowadays, yet examples like the above are still few. And while there is the valid fear of objective bloggers misrepresenting brands or worse, success stories like these are good to see.