Who will admit that in 1996 they questioned - even doubted - the power of the Internet to transform the way business everywhere would be conducted? Despite evidence of another major shift taking place, many senior executives seem determined to doubt the Internet's power to alter business communications.

While the credibility of corporate blogs - whether sanctioned by the company or written by others - is growing, executives at top companies have been slow to come to grips with their importance in building a dialogue with customers and other stakeholders, including critics, according to the Makovsky 2006 State of Corporate Blogging Survey, conducted in February and released in May 2006. The study - a national telephone survey of 150 senior executives (directors and above) of a cross-section of Fortune 1000 companies - was commissioned by Makovsky + Company, and conducted by Harris Interactive.

This white paper reviews key findings and evidence supporting the need for organizations to take notice and develop a strategy to engage blogs effectively.