Weblogs are websites in which an author, or a group of authors, publishes articles sporadically, or at regular intervals. Weblogs on the Internet are often created by individuals or small groups. To date, research on weblogs has focused on the motivations for blogging (Nardi, Schiano, Gumbrecht, & Swartz, 2004), the genres, and types – such as use within public relations and politics (Kelleher, 2008; Trammell, 2007) –, as wells as technical aspects (Du & Wagner, 2006). The number of corporate weblogs is increasing steadily (Du & Wagner, 2006) and their application areas are very diverse. Some corporate weblogs are only for internal use, but companies also apply this technology to market communications and public relation tasks (Cross et al., 2005).