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by Rahul 16 Jan 2008, 05:15
ImageSuccessful company blogs involve high-level staffers and the company itself has to have a commitment to an open, two-way conversation with its audience of employees, product users and customers, rivals and the curious who are just passing through.

Trust, it seems, is the dominant theme on the "Conception Connections" blog run by Alternative Reproductive Services, a Chicago-based firm dedicated to matching egg donors and surrogates with interested families.

The blog illustrates what works to build interest that potentially leads to new business. Conception Connections is transparent, making clear that it is run by the company. It engages the reader in a dialogue about issues they will find important, like compensation, ethics, legal concerns and pregnancy. It's also added useful links to other blogs related to infertility.