Blogging is content that gets niche (and profitable) audiences to the doorstep of business's sites. It's no surprise that large companies have blogging staffs to communicate with customers these days. It's also great to see unfiltered voices step beyond the chokehold of marketing and PR departments to give a true voice to companies. Trust me, customers can tell the difference between a self-serving blog and a genuine one.

Software giant Microsoft Corporation (NASDAQ: MSFT) just lost its main blogger who covered its flagship software product -- Windows Vista. Nick White said this week that "I want to share with you the bittersweet news that I am moving on to a role outside Microsoft" in order to join blog-centric company BuzzCorps. White will be replaced by Windows communications director Christopher Flores. Note to Flores: be honest with your audience and don't become a simple mouthpiece for Windows Vista, Share in the joys and disappointments both. Become a Microsoft outsider.

Does this mean that Microsoft still doesn't understand how to retain someone in a Web 2.0 role? Hardly, but the company is, by all measures, late to the game in a changing web world -- on multiple fronts. It's even poised to spend the largest amount ever for an acquisition if buying Yahoo! Inc. (NASDAQ: YHOO) ever comes to pass. Until then, its needs a central "all things Vista" representative -- something that can't be an easy task to accomplish.