This column on some somewhat dated research is a bit depressing.  It seems university students made no distinction between anonymous blogs and those in which the writer was identified. They gave about the same credibility rating to both.  The conclusion of the columnist, based on additional evidence, is that people don’t check for the background of writers.  They accept content if it seems plausible and may not remember where they found it.  The author notes that it is essential for companies to be ethical in giving blogging platforms to employees.  In other words, blogging should reside with those who are careful to avoid overt advertising and are committed to giving accurate information to the public.  From a PR perspective, this is a “no-brainer,”  but it is good to see strong evidence for the need. 

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