RETURN ON TECHNOLOGY: The Fortune 500 begins to dance with blogs
Ford and GM do it. So do Sprint, Sun, Boeing and Xerox. But Raytheon, 3M, Kmart, McDonald’s, and most of the rest of the Fortune 500 don’t. At last count, only 22 of the Fortune 500 did it, according to Socialtext.net. Why do so few companies blog? Before going on, let’s define “blog.” A “blog” is shorthand for “weblog,” which is essentially an online diary anybody can read and anybody can annotate with comments. Blogs are not strictly Web sites,…