The introductory speaker is Michael Gartenberg, VP and Research Director for Jupiter Research.

Michael asks: "Why Weblogs?"

• Rapid communications
• Rapid feedback
• Getting the message across
• Extend the brand to new audiences

He asked the question of Jupiter management and the debate was furious because Jupiter isn't used to giving away content. Still, in a short time, they've had quantifiable results: clients have said they renewed because of Jupiter weblogs. Microsoft Monitor is an example of a research line with a companion weblog

There's a gap between perception and reality. Michael says this is the perception:

• Lack of Ethos
• Lack of Value
• Creates web noise (redirects Google)
• Ego driven publishing

He claims that the reality is different:

• First hand expertise You have a business forum in the speaker's own voice
• Traditional publishing is ego driven as well
• Opportunity for direct contact with audience
• Customer centric communication
• A "no-spin" zone

Michael, referring to the scene in the Graduate where Dustin Hoffman is told to go into plastics, asks are weblogs the new "plastics?"

• There's lots of hype, but that's OK.
• Easy way to get internal visibility
• Easy way to get external visibility
• Easy way to get fired

No one every got into trouble by keeping their mouth shut---weblogs are the antithesis to that maxim. With that, Michael offers up a few keys for corporate weblogs:

• Keep it modest at first
• Go internal before you go external
• Ask permission, not forgiveness Adding a disclaimer isn't enough.
• Who should blog? Everyone with something to say
• Blog early and blog often
• There are differences between corporate weblogs and personal weblogs
• In general, keep the cheesecake recipes offline.

Perhaps the most important thing that I heard in this talk: Love is a better master than duty.