Blogs. "Do they really work?" "Does anyone care?" "We already have a website." "The management team isn't sold on it." These and many other statements like them are the routine reasons I hear why corporations remain myopic about social media options. They think blogs serve a fringe element or that their potential online audience would be too small. That, at least, is what they say.What they actually think may be an entirely different matter.

So if I asked you how many people in the world would want to go online to read a blog written by an executive at a manufacturer of commercial airplanes, what would you say? Would you advise an organization like Boeing Commercial Airplanes to blog?

First, check it out. Boeing does have a blog. It is a tremendous blog. It is now in it's second generation, having just transitioned from an executive named Randy Baseler who used to write it, to an executive named Randy Tinseth who has replaced the former blogger. Wander around it, read some, and if you can come away thinking this blog isn't important to Boeing or to its readers, well… I'll stop hounding you because you're not likely to ever convert.

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