Market Sentinel are a UK based firm dealing with online monitoring and response.
Here is one of their posts on their blog which illustrate how an organisation can help its brand on the web by using a blog.
The example is a corporate blog, done by food company Whole Foods.
As Mark Rogers of Market Sentinel writes "Whole Foods CEO John Mackey clearly realised the huge threat to his brand from author Michael Pollan’s book the Omnivore’s dilemma and used the blog to take a lot of trouble in answering the detailed points Pollan had made.....Pollan had not approached Whole Foods during the writing of the Omnivore’s Dilemma. In the book he criticised Whole Foods and compared it to Wal-Mart for, he said, failing to source locally...... John Mackey produced chapter and verse supporting his contention that Whole Foods indeed sourced produce locally."
As Mark observes regarding the success of the blog:
" Pollan emerges a little battered from the exchange. Mackey is commended for his transparency. He seems to have spiked the guns of those who were setting Whole Foods up to be a corporate villain in the organic foods arena. "
In my view this illustrates one of the key issues regarding blogging and social media. It is tool that anyone can use not just tecchy oriented people who may have an axe to grind against a corporate.