Analysis Filters

I was thinking of looking at what aspects the blog seems to focus on the most and what relationship those aspects have towards the company.

For the sake of example, the McDonalds CEO blog concentrates on issues that are external to the company, issues or associated organizations, things like sustainability, obesity, the blog isnt used to generate buzz about the new spicy fried ranch chicken cutlet cheese mchoagie, infact it abstains from using the word hamburger...so it becomes obvious that Mcdonalds uses the blog to talk about things that are not really important enough to put forward in mainstream advertising, or atleast advertising that costs money.

On the other hand the Whole Foods CEO blog is focused more on internal company issues, executive pay, responses to letters from employees and the occaisional customer. The blog is really tailored to people who function within the company or those who have some kind of interest in what the company is doing. Therefore Whole Foods would see the function ofhte blog as a communication tool to people already aware of everything that the company is doing.

Investigating content reveals the intent of the blog and thus the companies attitude towards blogging and how they see it as a useful tool for interacting with an internet saavy marketplace.
I'm going to include more statistical approaches, like comment levels and numbers of posts, but that's all pretty obvious and doesnt require any meaningful understanding of the blog, or explanation.