(originally published on Nick's Book Blog)

Here's a post by a firm called Gulo, who're writing about some more technical "blogs may be the silver bullet but how do I actually generate content" type of stuff. I generally think the comments are worthwhile, although, I kind of take exception to the "it's unfair to ask staff to blog," line of thought. Seems to me that it's a matter of creating an open culture where staff would have to see a model, and then be encouraged to try it out. Although I can see that not every staffer would be cut out for blogging, I bet one or two would love it--and it probably wouldn't be the communications person, who is probably sick of having to generate content.

Also I agree wholeheartedly with the fact that some members would love to get their views out there, and I don't think you'd have to pay them anything. After all, members volunteer for lots of other jobs without the promise of remuneration.

Worth the read. See what you think.