Mathemagenic:From an organisational perspective, weblogs provide a people-driven way to share knowledge and to develop ideas.

Blogging works best when it is driven by personal interests and passions. Start by helping potential bloggers to find uses of a weblog personally meaningful for them in the long term – these are essential to sustain blogging while social effects of it emerge. Impose as few rules as possible: freedom and a sense of personal ownership of a weblog are important to be able to find those personally meaningful uses. Personal investment in blogging might create tensions with organisational norms and practices; however, this is the price that must be paid: be prepared to relax rules and embrace ambiguity. Avoid the temptation to measure the business effects of blogging: most of the added value of it is in enabling work rather than doing it, which is difficult to measure explicitly.