With the recent addition of the term “blog” into the Webster dictionary I’m assuming we’ll begin to see more and more discussion on the subject of corporate and business blogs.

As recently as last month, critics were declaring that the use of blogging was a “complete waste of time — a pure vanity publication that won't pay you back even one thin dime for your effort?” and others argued that it was useless to marketers as there was no way to effectively measure a blog’s ROI.

In a great case study, Rick Bruner who is research manager for DoubleClick interviews the blogger hired by the organic yogurt company Stonyfield Farm [which actually maintains four blogs.]As the site is currently reporting over 57,000 visitors a month, his conversation with Christine Halvorson, Stoneyfield Company Blogger uncovers what potential this new medium may hold for others.

As Christine reports, the number of visistors to the site, continues to grow steadily. The truth of the matter is that blogs are just one more way that business are able to help build one-on-one personal relationships with their customers…after all, Stoneyfield’s blog didn’t just talk about their business, they talked about everything from the nature of God to personal motivation to the 2004 U.S. Presidential Election. As a result the company is building a community and following of brand loyal consumers.

Bruner posted a follow-up piece on his story that details how Stoneyfield Farms outranks Dannon on Alexa.

To read more, go here: Click to Open Web Page or visit one of the Stoneyfield blogs here: Click to Open Web Page