In recent years, a phenomenon has been quietly brewing. People have been writing online journals, the web log, or 'blog '. This new form of open communication, viewable by the world at large, has given the consumers a voice like to other. You can even calculate its return on investment , or as a public way of disclosing investment information.

So how can an organisation take advantage of this new technology? Here are some ideas:

• Review blogs about your product to find out customer response.
• Put an information blog out to encourage return visits to your website.
• Create a day-in-the-life of a staff member for your recruitment site.
• Provide a review of the past weeks news/sharemarket/foreign exchange/political maneuvers