Useful two-part article on business blogs by Alan Chapell, who writes a blog about consumer privacy issues. Part I talks about 3 types of blogs: product, issue or personality-focused. Part II talks about why transparency is important in business blogging. He mentions 7-Up's Raging Cow blog which was a marketing tactic, pure and simple. I.e. the clever folks (or so they thought) in 7-Up's marketing department set up the blog and populated it with content to make it look like there was a viral "groundswell" of enthusiasm for this new flavored milk drink. Er, that's a blogging no-no. Credibility is one of the key attributes of an effective business blog.

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