Backbone Media has published a list of tips for corporate blogging. They are:
1. Understand the fundamentals of Blogger Relations
2. Create value
3. Grow and sustain your audience by providing real analysis
4. Report on community opinion
5. Respond with comments to build relationships and traffic (the former is more important IMHO)
6. Track your conversations
7. Don't be afraid of criticism
8. Conduct interviews to generate content and ideas
9. Promote your blog
10. Monitor the web for brand names and references
