Corporate blogging might seem to be a waste of time at times – afterall, collectively, you would have spent hours, if not days on this blog, and there is no real way to measure the return on investment.
… and so is having a fire department for your town.
Imagine what it would be like if you were to start getting firemen trained only when there is already a blazing fire.
A well updated corporate blog helps you communicate with your key stakeholders, and this is especially important in times of crisis. 🙂 Build it now. Build it today, before you need it.