Scoble's Corporate Weblog Manifesto
ChangeThis has published Robert Scoble's "The Corporate Weblog Manifesto".
Interesting, but keep in mind that Scoble is a Microsoft specific phenomenon. He attracts attention because everyone with a computer uses products he writes about (and because he is a good blog writer, of course).
I also think he is any PR Director's wet dream. He creates the image of being a bit revolutionary, trying to win corporate communication officials over. But in practice you will never see him write about anything bad for Microsoft that isn't common knowledge. He will link to competitors once they are so well-known that one more link wont change anything. In summary, Microsoft Corporate Communications probably wakes up every morning hoping he is still out there doing their branding job.
Update: A friend thought I sounded extremely critical towards Scoble, and wondered why. I'm not critical, actually, towards him. He's a splendid business blogger doing a great job for his employer. And he seems nice too, even if I've never met him. I just think that many comments about his blog indicates a rather naive view, and that's what got me thinking (see above).