According to a report by the Wall Street Journal, one third of all Fortune 100 companies maintain corporate blogs and view this as a key way to attract a loyal base of customers. The fact that the world?s most widely recognized brands turn to blogs--despite their history of business success and their solid position in the corporate world--only reinforces how important it is for small and medium-sized firms to follow suit and enhance their web presence through blogging. </p> <p>More than ever before, blogs are serving as corporate spokespeople and nothing illustrates this better than the actions of a Microsoft spokesman during a recent news conference. The Wall Street Journal reported that the technology giant?s spokesman told a journalist who had just asked a question to visit two blogs written by Microsoft employees, if she wanted the most accurate information. Some of the largest professional sports teams in the United States have adopted a similar approach?they now increasingly direct journalists and interested parties to their corporate blogs, rather than simply passing on a dry, mundane press release.</p> <p>Perhaps not surprisingly, Microsoft appears to be the world leader when it comes to corporate blogging?the multinational firm now counts approximately 2,500 blogs in total, all of which are regularly updated. Rick Murphy serves as the president of Edelman Digital, and he noted that a blog is not only useful for firms because it provides them with extra online exposure, but also because it can serve as a great way to address sensitive issues or concerns. In some cases, a firm may not wish to enter into a lengthy debate over a given issue in the media or during news conferences. Using blogs, however, they can make their own vantage point is presented in a controlled environment, without the risk of being thrown off topic.<br />