There is a
small, ongoing debate on whether trackbacks provide value or whether they??™re just
a gimmick of the blogging trend.11
There is no reason not to build a custom blogging application, but if all things are equal
and your company can support the technology requirements of out-of-the-box software
(see Table 9-1), then use a prebuilt solution. The core functionality, community of supporters,
plug-ins, and more are already there. Even high-grade car manufacturers outsource
their tire manufacturing because they understand companies that specialize in tires
can do a far better and less expensive job outfitting their vehicles.
Implementation and architecture
Whether using a custom application or a prebuilt solution, consider the architecture,
design, and functionality of the corporate blog from the very beginning. Analyze and plan
how this section will fit into the overall business site. Chances are there??™s nothing else on
your website to compare it to, so it??™s a good idea to rely on best practices established by
the web blogosphere. Since there are millions of blogs out there, thousands of them run
by companies, there are plenty of examples from which to pull inspiration.
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