B2E Corporate Blogging

In a column (Blogs are HUGE) at the Macromedia site, Ed Krimen discussed the way they are using blogs to promote their products:

While most of the feedback about the blogs has been positive, there has been some concerned feedback, especially from the blogging community. Companies like Macromedia don’t normally use blogs to communicate with customers.

Most the discussion of corporate (or enterprise) blogging has been about internal knowledge sharing, but this idea of using the blog medium as a corporate communications vehicle bears some thought. Does it coopt the blog channel? Are there trust issues? Do you feel like you’re reading an advertisement? What if a corporate blogger writes something that contradicts the company’s messaging? Will we start having to check affiliations when reading a new blog?
Meanwhile, I think I’d better start reading Matt Brown’s Dreamweaver Blog.