I write that title with tongue firmly in-cheek. I do work with a couple of Fortune 500s, but Steve is reacting to the survey results that show that Google Results = Bad PR and referring to a case study I wrote a while back about using blogs to get better search results. He says:
Fortune 500 companies need to tear a page out of Common Craft's Google playbook. They boosted their Google rankings by defining a niche for their blog, targeting search phrases, naming categories for each phrase, and writing effectively about subjects related to each category.
I'm flattered, but I think it is an odd comparison to make. Here's an excerpt from the comment I left on the entry:
From my perspective, what Coke needs is the ability to have a voice in the "conversation". By having (something like) an authoritative blog on the soft drink industry, they can become a more powerful voice among the negative press. They can stand up for themselves and perhaps earn better Google rankings in the process.
They should be doing the same thing that brought me to this post -- listening to what the blog world is saying and responding like a person.