Business-to-business blogging: Learning how not to do it

For the mere cost of $379 (about what I pay to gas up the mini van), you too can own this crisp, clean new report from Forrrester Research, showing how "B2B" blogging is not what many first generation users thought it was. Is. Whatever. The report checks out 90 blogs run by Fortune 500 companies. If you can't spare the cash for the PDF, you can read about it here in this Wall Street Journal blog [helpfully titled "Business Technology."] That blog headlines its post on the Forrester Report: "Most Corporate Blogs are Unimaginative Failures." Yeah? Tell us what you really think next time.

From the report, an example of a good B2B blog: the blog by Jonathan Schwartz, CEO of Sun Microsystems. Helpfully called "Jonathan's Blog."

All of this stuff is important to public sector bloggers for many reasons, including the focus here on measuring impact. More on these issues in the days ahead.

Great comments following the WSJ post. More coverage at Content Nation and The Science of Marketing.