Dipping Your Toes into Blogging?
If you're new to blogging, or are considering a blog for your org, here's a worthwhile study from UMass based on interviews with several dozen experienced bloggers. Most are not household names, but all have a lot of experience under their belts. I found the verbatims a lot more thought-provoking than the stats.
#1 takeway: your blog must have a personality … because you're engaging in a conversation.