The best example in my view is Stormhoek, the South African winery (http://www.stormhoek.com). Stormhoek's blog is their website, and by engaging with bloggers they have become the most well-known wine manufacturer in the blogosphere. They sent bottles to any blogger who requested one (many of whom then wrote a review on their blogs), supplied wine for the many social gatherings that bloggers arrange, and even involved bloggers in the design of their label. As a result, blogging doubled Stormhoek sales in less than twelve months.

Bad examples!

The worst one I have seen is from Flora pro.activ. They thought that because their advertising campaign involved publishing a diary "written" by Lulu, they could just post these same diary entries on their website and call it a blog. Blogging is about direct communication, not pushing an advertising message down people's throats. Luckily this "blog" no longer exists.

Is it a good time to start brand blogging?

Any time is a good time, as long as you know what you're doing and why. If you don't, then it's a very, very bad time.

As far as the term "brand blogging" goes, remember that brands don't blog - people do.

What are the potential advantages and pitfalls?

Advantages: You can communicate directly with your customers. Blogging is a conversational medium and consumers want companies to come down to their level and talk with them, not broadcast their message at them from on high.

Pitfalls: You may not like what consumers have to say, may be inclined to ignore them, or respond disproportionately. Ignorance is a cardinal sin - the conversations are taking place, whether you care or not.

What are the dos, don'ts and risks?

Dos: Listen, engage and build relationships. Read and analyse the conversations, engage with the participants where appropriate, and use your brand to facilitate relationships between your consumers and with you.

Don'ts: Don't think you can control the conversation - you can't. Don't think that is a bad thing either - you'll be surprised what happens if you cede some control to your customers (which is what you do every time you sell a product, by the way).

Risks: The biggest risks come from within the organisation. Blogging is disruptive and that scares a lot of brand managers (not to mention their bosses). Their job is to minimise risk in order to defend a market position. But remember that your customers dictate this, not you. Help them to help you.

How do you avoid getting it horribly wrong?

Take proper advice from people who can demonstrate that they are active participants in the blogosphere themselves. Just because your advertising agency tells you they know all about blogs doesn't mean that they do. Ask them where their own blog is and read it for a while. If they don't have one, then walk away.

Also make sure that you have policies and guidelines for your staff. I challenge any big FMCG company to tell me none of your staff blog. I will find you one. Many will have personal blogs of their own that you don't know exist, and may even talk about your company on them. Others may not have blogs at all but may comment or contribute to online discussions and be perceived as representing you. But please do not just call the lawyers in - engage your employees by asking them to draft the guidelines.

Finally, don't think that you can control what is being said about your brand online. You can't. However, you can listen to and learn from it, engage directly with your supporters and detractors, and faciliate relationships that will ensure your customers defend your brand for you.

Who ideally should run the blog - a specialist agency, client marketer, junior employee?

It depends - there are benefits to all approaches, but they are appropriate in different situations. What you need is advice about what is right for your company, not someone else's.

How much freedom of expression should there be?

As much as is appropriate for your brand. If you have a shy, conservative brand, then you'll get trampled in the onslaught. If your brand is loud and risk-taking, then you need to be out there shouting and taking risks, otherwise people will wonder what's up.

If there is lots, what effect might this have on the way the brand is perceived?

Companies have very little control over how their brands are perceived online. Perceptions are created and shaped by consumers. Trust in governments, companies and the media is at an all time low. Blogging is revolutionising communication because people trust other people. If you're a brand manager, it's worth reminding yourself of that fact every day.