If your team blogs, even when it has no customers, or worse, is derided by the community, you’re on your way off of the bozo explosion. Something interesting happens when you have a conversation with people about what they want. It focuses meetings and gets things going.
The sentence in italics is what got my attention. I think this is a key part of what we're trying to do. It's not just the blogging we are doing with students (although that is part of it), but it's having the conversation with them about what they want (and need). While I've never bought into the philosophy that schools could be "fixed" by running them more like a business, that doesn't mean that we can't learn a lot from the world of business. And one of the things I think we need to learn - in a hurry - is to pay attention to the customer. While we have a variety of "customers," ultimately the student is our customer - and we need to pay more attention to them.