According to the Wall Street Journal, "Blogs Keep Internet Customers Coming Back – Small Firms Find Tool Useful for Recognition, Connecting With Buyers".
Instead of maligning blogs as being written by a million guys in pyjamas, the WSJ states:
Some eight million Americans now publish blogs and 32 million people read them, according to the Pew Internet & American Life Project. What began as a form of public diary-keeping has become an important supplement to a business’s online strategy: Blogs can connect with consumers on a personal level — and keep them visiting a company’s Web site regularly.
Those inside the corporation/company/organisation/department may want to consider what Robert Paterson has to say:
I continue to be amazed at how busy people in corporate life are. The sad thing is that they are so busy that they don’t know what is going on and will find this a mystery
Blogs are not a mystery. You just have to start with the premise that markets are conversations, and go from there.