More on two-way blogs and moderated conversations, from Tom Murphy at PR Opinions:
Conversation is a two way street.
You don’t see companies promoting customer service phone numbers and then not employing anyone to answer the phone (those annoying automated customer service systems at least answer the call). If you’re establishing a blog, you are doing it, in part, to create dialogue. In planning a corporate blog remember that it doesn’t just require the time to write posts, it requires an investment in time to reply to feedback, engage in debate. Without this two-way interaction you might as well just post a “letter from the CEO”.