The blogosphere is so vast and fragmented that many folks simply don't know where to begin. When we were writing "Digital Engagement," I had the privilege of speaking with a number of corporate bloggers about their initiatives and gain insights into best practices.

1. Go where your customers are. Many of your customers are already talking about your company, your products, or your competitors out there on the web. Find where they are blogging by searching Google or Technorati and simply join the conversation. There is no better way to discover the time commitment and resources required than by doing it.

2. Be real. If you're participating in a public blog, don't try to hide the fact that you are blogging on behalf of your business. If you ever get discovered as being covert, you will damage your brand, your company's reputation, and your personal reputation.

3. Be honest. Bloggers don't want to hear corporate speak or someone who simply regurgitates company rhetoric. They will listen to, and engage with, someone who speaks in their language, who can be circumspect, and who isn't selling. If there is bad press in the air, or if a product isn't performing as expected, acknowledge it, admit a problem, and detail what you're doing to fix it.

4. Be attentive. Blogging isn't something you can do casually. It is a conversation with customers. By their nature, conversations are two-way. Enable comments so that customers can respond if you have a corporate operated blog. If you start blogging, and your customers engage with you, stay with it! If your posts aren't timely, and your participation is sporadic, it will appear that you are not taking the conversation seriously, you are not truly interested in being engaged with your community. Blogging requires a time commitment.

5. Get legal buy-in up front. If you're part of a large organization, make sure your legal department knows what you are up to. Show them case studies, like those in "Digital Engagement," and examples of competitor blogs. Bring them on board with the initiative. Legal is usually aware of "hot potatoes" and can help you avoid becoming embroiled in larger issues that could defeat your blogging engagement initiative.

6. Communicate results up through your organization. You will discover issues with products, or other applications of your products or services that you were possibly unaware of before. Share this information throughout your organization. It will enable you to more effectively address customers needs and issues, and allow you to enhance your organization's engagement with its customers.

7. Be proactive. If you learn of problems with your company, its products, or services, do whatever it takes to address them within your organization, and then communicate the steps being taken to your customers.

These steps can be taken in public blogs, as well as corporate operated blogs. Do your homework, start slow, and be real.