When I relaunched PC4Media as a project a few months ago, my goal was to create a network of businesses that blog. I've enrolled about 60 or so companies. All engage at a different level. Some are doing great like my favorite MA real estate attorney, Dave Lima. Some have too many other priorities in the way and haven't really gotten out of the gates. 

Many businesses think that blogging is just about publishing information. It is about publishing information. But, a business that engages in a conversation through their blog generates much more value out of their blogging activity. 

Here's what I wrote to describe my members:

The PC4Media network of businesses are all experts at what they do. But, more importantly, they are committed to publishing educational, informative and engaging information about their industry, their business and their experience. Further, they are committed to engaging the broader community online in a transparent conversation, while supporting each other as they each grow their respective businesses.

Rick just published a post called "Experts that Share" that says the same thing much more succinctly:

I enjoy the freeflowing exchange of expertise and ideas with people that are good at what they do and realize that collective thought is usually much more productive than the sum of individual thoughts. 

I re-listened to the ClueTrain Manifesto on my ride into Cambridge today. If you're "supposed to be blogging" or "thinking about blogging", you should pick up the book for some inspiration and guidance.