Blogs Will Change Your Business: "monitor the blogs to see what people are saying about your company. (An entire industry is growing to sell that service. Even IBM's (IBM ) banging at the door.) Next step: Damage-control strategies. How to respond when blogs attack. He says companies have to learn to track what blogs are talking about, pinpoint influential bloggers, and figure out how to buttonhole them, privately and publicly."
He gives the example of Netflix (NFLX ). When a fan blog called Hacking Netflix asked the company for info and interviews last year, Netflix turned it down. How could they make time for all the bloggers? Predictably, the blogger, Mike Kaltschnee, aired the exchange, and Netflix faced a storm of public criticism. Now Netflix feeds info to Kaltschnee, and he passes along what he's hearing from the fans. Sounds like he's half journalist, half consultant -- though he insists Netflix doesn't pay him."
This is an excerpt from the current issue of Business Week out today that has a major (long) story on blogs and the importance of the new medium for business. Read it all on line or pick up a copy.