If we define a blog as a site that is frequently updated (similar to an online diary) with entries on a specific topic or topics that encourages open feedback/discussion, then obviously the content and tone of responses cannot be controlled. Taking this into consideration, do blogs and corporate marketing/advertising mix?
A Wall Street Journal article about Starwood Hotels & Resorts Worldwide Inc., “the first major hotel company to make the leap into the blogosphere” with its blog, TheLobby.com, discusses the corporate blog concept. TheLobby.com is professionally written, with references to happenings at hotels in the company's portfolio of brands that include Westin and W.
What is lacking is an open forum where readers/hotel guests can write about the good and bad aspects of their visit – minus marketing review/control and selective posting. Thus, with this advertising bent, can this really be called a blog?