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Lisa Barone: I wonder a lot what other companies have in mind when they start a blog and elect someone to be its caretaker. I wonder if they want real conversation, to rally the troops, to put out their own fires, or just to regurgitate the news in a safe way that gives the illusion that they’re participating. I’ve come to the conclusion that most blogs want the latter. They want to speak in soft, soothing tones so that they get credit for blogging without taking any of the risk. Even if they won’t admit that’s what they want. But that’s not me. And, in my opinion, it doesn’t bring value to anyone or anything.

I think good bloggers find ways to constantly challenge you. They find ways to constantly be opening up that dialogue. And that’s what their role should be. There aren’t any rules to being a blogger (not really, anyway) or any definitions as to what it really means, but if I were to write an abbreviated blogger code of conduct, it’d look something like this.
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