The article doesn't give much insight than what we already know and blog about anyways:
"A blog is an incredibly effective yet low-cost way to:
- Influence the public "conversation" about your company: Make it easy for journalists to find the latest, most accurate information about new products or ventures. In the case of a crisis, a blog allows you to shape the conversation about it.
- Enhance brand visibility and credibility: Appear higher in search engine rankings, establish expertise in industry or subject area, and personalize one's company by giving it a human voice.
- Achieve customer intimacy: Speak directly to consumers and have them come right back with suggestions or complaints—or kudos."
But hey - I did go to business school to reaffirm my judgement that business is all about common sense! So it was not bad to see the bschools get on the blogging bandwagon and say a few words. And yes there have been a lot of other bschools doing the same too..