Jul 20, 2006
A blog is just the beginning...
The problem with talking about tools is that they become ends in themselves.
People feel that since the tool is done, the "stuff" will happen on its own.
So when a business launches a blog, it thinks the rest of the ROI will just follow.
Unfortunately, that's not true.
A blog, like a tool, is only the means to an end. It's the most visible and tangible part.
As we say in HR, the "soft stuff" is usually the hardest part of the job.
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