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Another specific instance of a business weblog is the project blog - a weblog created specifically for a project that is open to those team members assigned to the project. The weblog creates a sense of identity for the project team, and provides a single point of contact for all project-related communication, from meeting notes and timeline changes, to public acknowledgement of outstanding effort and crazy new ideas. The effect of this can be staggering, but only if the team members themselves are part of the process. Successful weblogs often develop organically. When a project kicks off, the blog seed needs to be planted. Then it needs to be tended by all team members, not just the manager, to ensure success. No one is going to participate in a phony weblog full of managerial boosterism; it must be authentic and capture the spirit of the team-the spirit of those actually doing the work.

One of the biggest potential benefits of a project weblog is a jelled team -- a group of people so strongly knit that the whole is greater than the sum of the parts. The production of such a team is greater than that of the same people working in unjelled form. Once a team begins to jell, the probability of success goes up dramatically. A jelled team sounds great - anything that raises teams to a higher level of accomplishment is good for the business and the project itself, but how does a project weblog help a team jell? It provides the conditions for the occurrence of a few simple means to turn an unjelled team into a jelled one.

• Alignment around common goal - A project and its team are organized around a common goal, such as the development of Widget Pinnicle. A project weblog allows for the clear communication of the goal, provides a space for team members to share their feelings and expectations for Widget Pinnicle, and builds a sense of team spirit. For example, someone might spot an online review of a competitor's Widget. That individual can post the link to the project blog and write about the ways in which she feels Widget Pinnicle will be superior to the other product. Team members can then add their thoughts to the discussion.
• Sense of ownership - The project weblog gives its members a sense of ownership in the project. Their voices are heard; they have a way to contribute not just to the project, but to the process, as well. This level of participation is meaningful for many people. A project blog provides an outlet for team members to communicate ideas and concerns directly with each other, in the open for all to see. This can help a manager identify potential problems with the team sooner rather than later. The open communication also gives people the sense of belonging-a sense of ownership and buy-in that's critical for a project to succeed.
• Establishment of common language - A project blog also allows the establishment of a common team language. From natural voices and project jokes to the establishment of a definition of success that everyone agrees to, the project blog helps the team find the means to communicate frequently and effectively together.
• Repository for documents - Similar to the workgroup blog, a project blog can provide the interface to a repository for project-related documents. Newest versions of requirements or revised sales figures can be posted directly to the top of the page for everyone to see as soon as the page loads. A project blog can also provide an informal means of updating others on the status of various works.

Great Tip: Record meeting minutes in real time on the blog, or post them immediately following a meeting. This ensures that minutes are easy to find and read.

The project blog can provide a simple means to improve communication between a project team, and at the same time create working conditions that improve the team, as well. After a project is complete, the project blog serves as a record of the team's accomplishment, and provides a project diary that can be analyzed to help improve future projects.

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