In her examples, the content related to bloggers who obtained privileged information and made speculations or started rumors on their blogs. But therein is why she has a job in the first place.
If you are concerned about your company’s information leaking to the public, you should be sure to guard it and have complete trust in those who share such information. On the other hand, using your blog to purposefully share information to the public in a timely manner can be a very proactive measure.
At the recent BlogSavannah UnCon, speaker Josh Hallett spoke about the problem Sony had by creating a fake blog where two of its team members pretended to be game players that started a blog to convince family and friends to give them a new PSP for Christmas. The public quickly caught on and called them out, as did the media. Sony came back with a revamped blog, under Hallett’s direction, which now provides communication directly between Sony and its PlayStation fans.
But what is it about bloggers that make them so evil? Well, maybe evil isn’t the right word… perhaps they simply require that companies be more accountable for their actions. Information via the Internet is viral, and while you may not always see comments on a specific blog, you can bet people have read them.
So what are people saying about you? Make Google your best friend. Type in your company name and take a look. Spend some time on Technorati. If something strikes you, see what you could do that might make the situation better. Then take a look at what people are saying about your competition. Those are probably issues to you as well. Don’t start your blog to be a PR response - it needs to be a conversation with your customers, and they will be able to immediately notice if you have someone else writing or some ulterior purposes behind your posts.