I may be a little late to this particular report, but back in June Forrester published a report called How To Organize Your Company For Social Computing by Jeremiah K. Owyang. (not exactly sure why they chose the phrase "Social Computing"?) The report itself is restricted and only available to their own clients but they talk about how organizations are using corporate blogging and other social media within large organizations. The key takeaway:

Which way should companies organize? We believe the most sophisticated and effecient way is the Hub and Spoke, which provides centralized resources that can support business units. The business units still have the freedom and flexibility to dialog with the market --and should be in alignment with what other spokes are doing. Social doesn't impact one department --but impacts marketing, pr, product, services, support, and development --every customer touchpoint.

This supports the basic ideas behind Compendium's Enterprise Social Media Platform. I also like this graphic depiction from Problogger.net showing bascially the same Idea.

Blogging is the hub of all of your social media activity and the point to launch all of your other social activity. For most organizations this should be managed and deployed centrally to preserve both the integrity of the company and also to make sure that content and stories are funneled to the right place......not everything is "Twitter-worthy".

Always keep in mind that the key benefit from social media for business isn't engaging with the people you already know...you have lots of ways to do that. The biggest benefit for social media in business is introducting you to new people through search and referrals.

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