Doc thinks "corporate blogging" is an oxymoron. I disagree. A weblog (K-Log) is a powerful publishing tool. It takes desktop publishing to a new level by adding instant one-to-many distribution, powerful organization (time-based and by individual), and connectivity (via blogrolls, subscription lists, and community features). Sure, weblogging up to now has been highly personal, stylized, and out-of-control -- that is about to change. We can't constrain this tool to just one use. There are very exciting corporate applications of this technology. Their addition to the mix will make the weblogging world a more interesting space. [John Robb's Radio Weblog]
Maybe there are two different possible ways to do "corporate weblogging".
One is letting employees of a company own a public weblog, the other is using internal weblogs as an additional communication tool.
While I think that the first kind of use can be very interesting and a powerful marketing tool, I can see very clearly the kind of problems that it could possibly cause and why companies, especially large ones, will stay away from it at least for a while.
As far as internal weblogging (uh... k-logging?) is concerned, meaning weblogs hosted on an intranet and accessible only inside a company's firewall, well, I believe that there's huge potential and that there will be more as these tools will evolve.