ABSTRACT
Blogging is a technological change that requires a cultural awareness, for those people who publish, in how to conduct themselves on the web. The new environment of customers and employees self-publishing their writing on the web poses new challenges, some of which may have harmful consequences for companies. Where once only politicians, journalists, and celebrities had ready access to the world through the media, now ordinary citizens have the ability to publish on the web through blogs, and blog readers might publish content on a corporate blog that the company would really rather they did not.
