Does your company need a chief blogger? That's the question being asked by this Advertising Age article. Now that the novelty of corporate blogging has passed, blogs are being viewed as a branding voice. Companies like Coca-Cola, Marriott and Kodak have all hired chief bloggers to engage customers and share their stories.

But, as the article points out, a blog voice isn't necessarily right for every brand. Analysts say that companies that want to blog should first identify the reason they want to do so. "They really need to start with reading, following their customers, commenting on communities. Then think about creating something," says Sean Howard, director of strategy and innovation at Lift Communications and blogger for CrapHammer.com.

According to Geoff Livingston, CEO of Livingston Communications and blogger for Buzz Bin, companies need to look beyond the blog. "What [companies] need to focus on are the principles behind social media that make it work, like participating in a larger community works, and not controlling the conversation works," Livingston says.