In this technology and ideas age, if your corporation does not have an official blog or a facebook fan site. Then your company is considered "old-fashioned". This is not only a beauty label. You should be seriously worried if your major competitors are ahead of you in the social web curve.
Many reputable corporations today have official blog sites and facebook fan pages. General Motors, Dell, UPS, Fedex are great examples of well-established companies who are using the new media to their full advantage. They recognized the importance of bringing people together online!
In my work with a regional client, he is keen to embark on this media plaform to expand his reach to employees and customers. His openess to explore new ways of communications is commendable despite his corporate's alienation of social media for years. Close to 70% of the employees in his organization are active social networkers through facebook, despite not having fb access at work ! Huge potential for internal communication ! We discussed possibility of developing a blog for customers and industry where it operates. However we still have to work through layers of resistance and challenges his corporate HQ may present.
PR department manages corporate reputation. A blog or a facebook are just two of these channels for reputation building. There are no different from interviews with analysts, press, and public speeches - all of these are documented anyway. The fundamental is to make sure that all spokespersons are well trained in what can and can’t be said. However, if the CEO has proven him/herself to be a loose cannon, perhaps some second party should advise on blog posts as well as during interviews.
There is only so much a provider like myself can do, it still boils down to who can win those corporate battles to reach new communication frontiers!
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