ABSTRACT
This chapter describes why it is important to use certain strategies for effective blogging, first by suggesting that building a trusted brand is the best way to build a successful company and then by describing how blogging can help a company to build more trust than traditional forms of marketing communications. An ancient Greek wrote a framework for persuasion thousands of years ago, which illustrates how a blogger can establish credibility through blogging today. Three case studies describe the strategies IBM, Microsoft, and Macromedia used for their blogging efforts and provide you with some ideas through the narrative about how a company can develop a blogging strategy that will build brand trust.
