Blogging might be a hyped strategic tool for organizations, at least for public organizations. I have lifted this conclusion from a paper by Anette Agerdal-Hjermind and Chiara Valentini and used it in my column in the magazine of the Norwegian practitioner organization.
Full reference: Agerdal-Hjermind, A., & Valentini, C. (2015). Blogging as a communication strategy for government agencies: A Danish case study. International Journal of Strategic Communication, 9(4), 293-315. doi:10.1080/1553118x.2015.1025406