Kevin highlights the mistakes that many companys will make.  A blog has to be part of a larger strategy.  It has to be incorporated into the overall business strategy, and support that strategy.

….   I see the same mistake being replicated with blogging. Newspaper publishers and broadcasters often fall into the trap of trying to understand new media behaviour through old media paradigms. Podcasting becomes another distribution channel, and blogging becomes another publishing platform. Adding comments to the bottom of stories or columns is a step, but it’s missing the point. It’s treating blogging strictly as a publishing tool, not as part of a broader community strategy.

Source: Blogging isn’t a publishing strategy. Strange Attractor: Picking out patterns in the chaos

There are parts associated with blogs that will require fundamental shifts in the ways Banks think and act:

• openness
• spontaneity
• accessibility
• trust