Belgium based SipCat, a voice 2.0 company has started to blog, much like the folks at clients Junction Networks, PhoneGnome, iotum, Truphone and GrandCentral as well as our friends at Global Crossing and SightSpeed.
Blogging as representatives of the company or as David Beckemeyer, Alec Saunders and SightSpeed's CEO Peter Csathy do as individuals, but with tone and manner very closely aligned to their company's mission, is key to communicating with the audiences they desire to be interacting with at some level.
Sometimes Alec's non-iotum blogging is questioned by outsiders, and sometimes I even call him onto the carpet for being too tell all, but in the end his insight and the information he is gathering and disseminating is helping to refine the iotum platform and service applications (ala TalkNow) as well as providing the company with some very far reaching credibility. In the end, the benefits of his blogging outweighs the comments of others in my book.
By using the blog to encourage conversations and discourse, each of these companies and individuals are engaging with their audiences and making their companies and personal viewpoints better known and more clearly understood.