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With more than three-fourths of traditional journalists now regularly monitoring blogs for story ideas, bloggers are driving the public discussion surrounding companies and brands like never before.  As such, companies that don’t want to be left out of the conversation are adopting blogs as critical tools for communicating with supporters, detractors, and potential customers – and for good reason. Today, the blogosphere presents unparalleled opportunities for corporations to reach out and engage target audiences via a personalized and genuine channel. A blog can be a corporation’s best friend and most useful ally in disseminating key messages, cultivating brand ambassadors, and even responding to crises.

This week’s Six @ Six highlights six companies that are setting the gold standard in corporate blogging. Is your company blogging? Do you know of additional examples of corporate blogging pioneers? Share your thoughts with me on @pjkerley.

1. Southwest Airlines – Customer Service

Southwest Airlines has succeeded where many airlines have failed in recent years: namely, in harnessing all available opportunities to personally connect with frequent fliers and potential customers alike. With its blog, “Nuts About Southwest,” Southwest has seamlessly interwoven customer service across social media platforms. Southwest employees publish blog posts highlighting their personal experiences working at Southwest Airlines, reinforcing the corporation’s commitment to the customer experience – and doing so on a far more intimate level than brochures or news releases. Southwest is a great example of utilizing the blogosphere to ensure that the customer never feels overlooked or neglected. And a corporation that becomes more of an extended family member to the customer than another company trying to sell, will yield a dependable base of frequent fliers and brand ambassadors.

2. Zappos.com – CEO/C-Suite Involvement

The CEO of Zappos.com, Tony Hsieh, has blazed a trail in CEO social media involvement by taking an active role in the corporation’s daily communications and customer service practices. Because he writes for the Zappos.com CEO and COO Blog, Hsieh is able to communicate directly with employees as well as Zappos’ customers. Similar to Southwest’s efforts, Zappos’ blog has become a tool for fostering personalized relationships – but this with the person at the reigns of the corporation. Hseih’s posts cover everything from customer feedback to office culture to personal anecdotes, and every entry reflects his efforts to go out of his way to establish a personal connection direct from the top. In doing so, Hseih is able to convey the company’s core commitment to transparency, responsiveness, and excellent customer service.

3. SCOTUS Blog – Blogging as Thought Leaders

Maintained by the law firm Akin Gump Strauss Hauer and Feld LLP, the Supreme Court Blog (a.k.a. SCOTUS Blog) exemplifies the use of a the blog to position a company or professional services firm as an industry thought leader. SCOTUS blog discusses and dissects the rulings and activities of the U.S. Supreme Court, offering news and analysis from some of the top legal minds in the country. Rather than limiting its commentary (and expertise) to traditional legal publications and law reviews, Akin Gump is able to reach a far broader audience by transforming often-arcane subject matter into content that can be understood by a wider audience. SCOTUS Blog allows Akin Gump to showcase its talent and expertise, thereby attracting media coverage, also known as free publicity, and further establishing it as the go-to firm for Supreme Court issues.

4. Facebook – Blogging to Keep Audiences Informed

One of the most essential resources for keeping up with the world’s largest social media site, Facebook, is the Facebook Blog. The blog is regarded as the go-to resource for finding out about the latest announcements, achievements, changes, and even tips for ease of use. The blog also provides readers with explanations as to why certain procedures or applications have been adopted, creating an active and open dialogue between Facebook users and those who run the social networking website. A few months ago, privacy settings on the site became an issue and it was the blog that presented a forum for discussion so that users could voice their complaints and preferences. As a result of that post, Facebook developers tweaked the settings according to some of the feedback they had received.  Through its blog, Facebook is able to quickly address user concerns and communicate in greater detail than a press release allows – helping shape the conversation of the site’s staunchest allies and harshest critics alike.

5. Kodak – Blogging From Multiple Voices

Today’s Web users expect to be able to find answers at their fingertips with just a few clicks of the mouse. This is precisely where Kodak Cameras flourishes, using the blogosphere as a means to provide multiple venues for showcasing a diverse range of services. Kodak maintains three unique blogs, each in a different voice and geared toward a specific audience. Plugged In, a “how-to” blog, explains how to best utilize emerging technologies and products. An instructional blog, Grow Your Biz, offers advice on how customers can utilize Kodak services to cultivate their own business ventures. And the third blog, A Thousand Words, truly embraces the concept of blogging from multiple voices by providing an outlet where Kodak employees can share their own insights and ideas related to Kodak products. With regular updates to all three blogs, customers associate the Kodak brand name with the particular set of services and experiences discussed and as a go-to resource for problem solving and troubleshooting. By maintaining multiple sites, Kodak can cater to a larger audience, post more positive content, and better engage online.

6. Walt Disney – An Old Brand Learning New Tricks

Few corporations have remained a household name for as long as Disney – and it’s through constant adaptation that this company has withstood the test of time. Most recently the company has adopted blogging with marketing in mind. The Disney Parks blog is devoted to promoting the latest events and innovations of the Disney Company, spanning beyond both Disneyland and Disney World. Through blogging, various members of the Disney corporate team are able to engage customers to further push their brand forward in the 21st century. The Disney Parks blog posts content designed to keep customers involved and interested in the corporation, such as the announcement of the latest Disney vacation planning tools on their website or details of how to host your wedding in one of their parks. As a result, Disney manages to maintain a strong customer connection, even as media continues to evolve. Yes, Disney has built its brand over decades of experience, but by using new technology to further engagethe consumer, Disney continues to provide solid examples of why its brand loyalty is warranted and deserved.

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Patrick Kerley is a Senior Digital Strategist at Levick Strategic Communications, the world’s top crisis firm. He is also a contributing author to Bulletproof Blog™ and is on Twitter @pjkerley.