Wondering if a company blog is right for your company? Wondering if your company is ready for a company blog?

The Washington Post tackles the highs and lows of corporate blogging in an article this week, Marketing Moves to the Blogosphere. Writer Sarah Halzack pulls in several examples of how businesses big and small are blogging successfully:

• A company called Honest Tea used its blog to address customer concerns after Coca-Cola bought a large stake in its business.
• Marriott CEO Bill Marriott’s blog is such a success that the company is able to track reservations it generates: “Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott’s blog.”
• A web development company called Viget Labs uses its blogs as a tool for recruiting new employees.
• Dolcezza, a small ice cream, uses its blog to bring people into its stores and spend money. “When his second store opened in Bethesda in July, Duncan used his blog to advertise an opening night ice cream giveaway. He ended up serving over 300 gallons of ice cream to more than 1,000 customers that night.”

The article also includes some tips on handling comments and other things to think about before starting a company blog. It’s a good read, especially if that’s the position you’re in today.