Stephen Baker posts about DaimlerChrysler's blog strategy on Blogspotting. According to Bonita Stewart, director of interactive communications at DaimlerChrysler:

So far, the company is using blogs as a market research tool, but not for communication with customers. "Instead of talking, we're starting by listening," she said.

Listening is the number one thing that businesses can do immediately with blogs. The majority of consulting I have been doing recently revolves around blog monitoring. Firms are not ready to make the jump into creating/writing a blog, but they can easily listen. I tend to talk more people out of creating a blog, often their expectations are not in line with reality. Listen first.

This discussion exposes a breakdown in the vocabulary of the blog industry. When one hears 'blog strategy' you tend to think of creating a blog, not necessarily listening.