Corporate Blog Series (II): See how GM (General Motors) unleashes the power of blogging.

Paul views the ideal outcome for a corporate blog in this way - through various topics, provoke discussions among consumers, make executives appear more approachable, and boost employee morale.

To illustrate this, Paul used General Motors as an example to discuss the first effect.

As one of the 100 most influential people in the global IT industry in 2006, and also a columnist for the New York Times on international affairs, Tom Friedman was the instigator of the entire event.

On May 31, 2006, he published an article in the New York Times that sharply criticized General Motors, arguing that GM's promotion of SUVs, especially the Hummer SUV series, was increasing America's dependence on oil. In the article, he compared GM to shrewd merchants causing America's oil dependency, and claimed that compared to other American companies, GM posed a more serious threat to America's future.

By this point, I think the situation is very clear. For GM, they are facing a public relations crisis - whether GM is a threat, and how to establish a positive image in the public eye.

In the past, the only means available to General Motors would have been to...