10 Rules for Corporate Blogs and Wikis
A nice summary of the basics for companies considering using weblogs internally and externally.
Like a lot of us are finding, many of the rules are easier said than done. For instance, #7 Trust Your Employees.
I honestly believe that one day more companies will see that the best way to influence the market is through trusting employees who can use a personal voice to tell the company's story using weblogs.
Until then though, the market for externally facing weblogs will be defined by companies who are willing to let go of the dependence on marketing copy and start communicating to the market like people.
These companies are out there and some of these early adopters will be (are becoming) the positive examples that move the use of weblogs into the mainstream. It's coming folks- I do believe.