Corporate blogs - officially sanctioned online diaries (like this one) written by company employees - are gaining increasing acceptance in the United States, according to a story in Business Week, and the trend looks likely to keep growing as consumers demand information in "a more unvarnished way".
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Until recently, the thought of employees blabbing freely to the masses about their work on company time -- without the suits from PR hovering over them to stay "on message" -- would have created panic in the executive suite. But in the past year, employee blogs have begun to multiply across Corporate America -- and a growing number of companies approve.Increasingly, execs see employee blogs as a way to transform a transaction with a faceless behemoth into a personal relationship with an employee. Blogs are also hyper efficient at driving product innovation. And they create loyal audiences. Once people get hooked, they keep coming back for more.