Blogs, for anyone still adjusting the rabbit-ears on their fuzzy Motorola TV sets, are basically “little web sites” – that is, they are usually limited-agenda, personal sites dedicated to flogging one particular subject. In the business world, the best and the brightest are often the pet projects of experts with a specific interest in a professional or technical topic they want to talk about “off the record”.
As a result, blogs have risen stratospherically in popularity and influence. This is due, in large part, to their ability to stir up controversy, take a
“no-holds-barred” look at a particular subject, and speak with authority (or at least passion) on related topics. So why should businesses be interested in blogging? Because the blogosphere is fast becoming a great tool for quickly and easily getting word out about a variety of subjects, including technology developments, industry observations, and many other topics that might be of potential interest to current and future customers. It also enables businesses to float trial balloons, do some guerrilla marketing, and gain instant credibility as an expert, attracting journalists and editors looking for corroborating sources for their articles or original sources for new stories.
One key feature that should be noted is that blogs require frequent and regular updating. They are, by definition, “web logs” – in many ways, they are online diaries. Search engines love them because they are primarily text and the good ones are updated at least several times a week (often daily or even hourly) – timeliness being another criterium important to search engines.