Good overview in today’s FT on the growing ranks of corporate bloggers. Tips at the end.

Cites Scoble as exhibit A for putting a human face on an otherwise Borg-like company:

“The answer is this: blogging is transforming the way companies communicate and, for a customer, direct contact with an employee is so much more preferable than dealing with a huge faceless corporate behemoth. Robert Scoble, a Microsoft marketing executive specifically hired to blog about the company, has emerged as one of the blogosphere’s most popular citizens because he pulls no punches when it comes to his employer.

He argues that Microsoft’s tolerance of employee blogs – some of which are quite critical of the company – has helped shift perceptions of the software giant from strongly negative to surprisingly positive.

And if blogging can help Microsoft soften its image, imagine what it could do for any other company.”