Wired News: The Empire Blogs Back:

"the BlogOn 2004 conference, held Thursday and Friday in Berkeley, California, stressed how the latest in Internet technologies -- such as social networks and syndication technologies -- are starting to revolutionize life on the Internet and outside it.....

While Microsoft may be the biggest corporation to attempt to harness the power of blogs and social software in order to be a better company, it certainly isn't the only one. Lots of small and large companies, including eBay and PayPal, are turning to blogs and other shared tools for both internal and external projects, according to Six Apart's Dash.
For instance, yogurt maker Stonyfield Farm, which competes against dairy giant Dannon, uses Movable Type-powered blogs to let customers learn about its employees and one of the company's organic suppliers.
Dash says the effort helps humanize a company and keep customers loyal. 'I didn't know that I cared about yogurt until I read the blog.' "

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