The chaos which sometimes accompanies the apparently never-finished corporate site redesign projects, especially when it comes to eliciting the views of all stakeholders, agreeing priorities and organizing content, could be resolved by good corporate blogging, argues John Patrick.

John is former VP Internet Technology and 'chief dreamer' at IBM, and he believes that "A good enterprise blogger knows everything going on in a particular domain - the key people, the key projects, the key resources, etc. Blogging is not an index of information or a database - it is a living breathing dynamic diary of the blogger's conscious."

Not a bad vision, but I wonder if rather than rely on individual enterprise bloggers we shouldn't strive more towards the development of an 'informal corporate memory' by encouraging collective blogging efforts across the organization and building this method of communication into relevant workflows (e.g. in innovation, project management, development, customer service, etc.) thus ensuring a clearer focus and context for the bloggers, as well as a degree of consistency with corporate (or policy) objectives.