Discussion sites have been the scourge of corporates, but firms are starting to regard them as a way to enhance their image
The internet's inherent capacity for spreading bad news quickly has claimed a number of high-profile scalps in recent years. Just ask United States lock maker Kryptonite. When a blogger discovered one of the firm's locks was susceptible to attack from a Bic biro, the damage ran to millions of dollars in product replacements and repairing a bruised reputation.
Likewise US Vice-President Dick Cheney, whose wayward shooting incurred the mirth - and wrath - of thousands of bloggers who then demonstrated their desire to broadcast opinions to anyone prepared to listen when given the tools to do so.
No wonder cyberspace, and more specifically the army of bloggers residing there, is often described as a corporation's and politician's worst nightmare.
Yet a growing number of firms are looking at the blogosphere less as a source of fear than of opportunity, seeing a chance to improve their corporate image and enhance the following of their brands.
The launch last week of Microsoft's Xbox 360 games console in Asia is a prime example. While it included all the typical elements of a hi-tech product launch, the firm also unveiled a series of websites across the region designed to let 360 developers, gamers and bloggers post their views of the Xbox ahead of its release.