For many blogs run as personal logs, this is the case. For corporate communication, whether run by the CEO, or other company officer, this is not always the case. Even if the blog carries that person's thoughts.
A blog is a log. It can be one for random thoughts and even ramblings of the person concerned. But, it can and should be a more than that.
It is a great communication medium, which should be used properly. It's not just a mouthpiece for the company, but a communication medium with extremely wide reach. One which can do more than more conventional methods.
And, this means that it also allows feedback which is not achievable through any other means. Think about it, unless you are prepared to do a survey for every communication you send out, there's no other way to get instant feedback.
Plus, being nearly anonymous, inhibition doesn't get in the way. Once posted, these items of feedback are easy to reply to. Stopping a negative response means you not only get a customer who may have left you onside, but also prevent that person from virally pushing a negative barrow against you.
Still not convinced. More on this in my next post.