Blogging seems easy - a 14-year-old with Internet access can do it. But the vastly different approaches taken by financial services pioneers suggest a path to successful public interactivity that's complex, diverse in strategic options and fraught with tech traps.

Few banks have introduced blogs, given the risks of them becoming platforms for unfettered customer grousing. But more may consider the format now that two of the nation's largest banks, Bank of America (http://futurebanking.bankofamerica.com/) and Wells Fargo (http://blog.wellsfargo.com/wachovia/) have taken the plunge. But beyond using the word "blog," Wells and BofA have little in common.

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