So, feedback (if any) you get is going to be third or fourth hand, probably misleading and tainted by others' agendas. If you start a blog, read by your users, they can feedback straight to you and you'll develop a very good idea of what product improvements you need, bug fixes required and who knows what other valuable information?

The final area why blogging makes sense is as a marketing tool. A free one too, if you don't count the time it takes to write it.

I asked the question the other day if Microsoft's Robert Scoble is the most important man in advertising.

Well, apart from relationship building (Scoble), I can also say it gets you business. When I came to Germany 9 months ago I had only a vague idea of how I was going to earn a living (I came here because my wife is German and we want the kids to be bilingual). I am admittedly something of an expert in mobile, location and mobile marketing, but I didn't know anyone here and don't really speak the language.

I started a blog, as it was a way of keeping in touch with industry issues and coz I sensed it was an important development.

So far, it's led to loads of contacts all over the world, numerous writing assignments (see Net Imperative for my latest essay on LBS) and some nice chunks of consulting. All off this very blog.

Blogging isn't a panacea for all marketing ills and being honest, not everyone will find it easy. People who aren't naturals will need coaching to discover the right issues to blog about and to "find their voice". If the informal writing tone appalls you, there's other tones of voice to explore. It's as much about authenticity as anything and readers will sniff out the false and the crass.

Which is why I don't think Jeremy Wright's current eBay auction is the right approach. Jeremy is offering his freelance blogging services and currently has a bid of $1600 for three months work, as a kind of in-house blogger and consultant.

This is brilliant PR for Jeremy, don't get me wrong. But to blog for a company, I think you have to be part of that company. Authenticity you see.

Although doubtless, Jeremy's consulting services (also part of the package) will be invaluable in teaching his new employers how to blog and find their voice.

I had this idea six months ago. "Who you going to call? - Ghostbloggers" I thought :-) Then I quickly realised that if there was a demand for a corporate blogging service, it would have to be coaching and mentoring, not actual ghost writing.

Give me a shout if you want your own blogging coach and we'll work something out. Or I may try eBay myself :-)