Executive Summary (This is a document excerpt)

As blogs become a staple of online culture, more and more companies are using them to humanize their organizations and build personal relationships with their customers. But most corporate blogs are fraught with usability problems — like confusing terminology and poor navigation — that hinder mainstream user adoption and regular readership. In order to tap the power of blogs, firms must understand their target users and the design shortcomings that currently make corporate blogs difficult to use.

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