The trick for businesses is to calculate the real or perceived risk versus the opportunities that the blogosphere brings. To ignore it can be extremely perilous and to do it wrong can be just as bad.
Companies have to realise that the Internet cannot be tamed or controlled. But to be in the fight gives them a chance to address what is being said and challenge peoples misconceptions. Furthermore they can even learn from what is being said and act upon it to the benefit of all.
The ability to diversify online content and address business issues through an “informal” channel is an undeniable benefit that still alludes many who remain uninformed about what is really happening out there.