Write a blog.
With readers flocking to their Web postings, execs are finding blogs useful for plugging not just their products but their points of view.
"It'll be no more mandatory that they have blogs than that they have a phone and an e-mail account," Jonathan Schwartz, president and chief operating officer of server maker Sun Microsystems says. "If they don't, they're going to look foolish."

I call this providing context. People have little time to spend, attention is limited, if they are to read your posts they must get lots in return—information, and high quality at that, as well as uplifting motivation. The very last thing we want is boring, vapid posts, or posts from yes men, corporate creeps.

When we hyperaffiliate we put our trust in the corporate head. As hyperaffiliates we are partners. We need to hear his vision, his true voice. Nothing else will do.

Listen to blogs.
As another biz blog write up in the Guardian says, if you don't listen, and listen closely to what your customers are saying (sometimes not saying) then you're due to be in real trouble.

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Other title(s) for this story: Blogging for Business