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Some companies go so far as to filter reader feedback that has embarrassing or critical remarks.

That can seem like sanitizing, and it's also disingenuous and defeats the purpose of starting a dialogue, said Tim Flood, a professor of management communication at UNC-Chapel Hill.

"The blog is a counterculture vibe that gives executives a chance to be regular people. It personalizes and humanizes the corporation," Flood said.

That's in contrast to traditional communications such as news releases, which are interpreted as the voice of a corporate machine.

"You don't want the perception of information control, because that flies in the face of the blogging mentality," Flood said.

More important, open-dialogue blogs are a gold mine of market information. For instance, some criticism from customers, employees, investors and others can reveal trends.

"So many companies spend so much money to read their consumers or reach them through expensive media like advertising," said Repogle of Burt's Bees, which makes lip balms, lotions and other products with mostly natural ingredients. "Why not use this free, fast and informed medium?"

Burt's Bees, for example, introduced a fig-colored lip balm last year after canceling the lipstick version. The decision was based almost entirely on feedback from the Hive, the company's affectionately termed Web community of about 80,000 registered fans.

More than business postings

Not all blog posts are strategic in nature.

Monica Doss, president of the Council for Entrepreneurial Development in Durham, started blogging a year ago to reach people with whom she shared special interests such as art, literature and technology.

Doss was at Starbucks last week writing down ideas for a posting about Bono's ties to venture investing and the Research Triangle area. She often posts several times a day on her organization's blog and a personal one, "The Monica Chronicles."

"It's a creative outlet," said Doss, who has a master's degree in literature and writing. "It's an opportunity to use language to connect dots."

Ryan Allis, the 23-year-old CEO of iContact in Durham, uses his blog to reflect on his journey as a software entrepreneur. He also shares developments about his company that he thinks will educate clients.

"I believe in corporate transparency," Allis said. "It builds evangelizing customers more than anything else."

Asked whether blog posting could potentially compromise strategic information, he said, "Secrets are in execution, in my opinion, not really in ideas."

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