Blogging for Business

Blogs can be good for your business. In fact, some of the world’s most prominent executives – which also include politicians – have recently started blogging, which attests to the growing awareness among the business and political world of the increasing influence of the blog. Michael Powell, chairman of the Federal Communications Commission, started a blog last July 7, 2004 and drew more than 30,000 visitors in his initial post’s first week. Even Bill Gates is considering getting into the act. In today’s information-based culture, blogs are beginning to represent pure power.

It is understandable why serious businessmen have shunned the blog until now. After all, a large percentage of the blogging population post entries that are – well, just plain silly at times. Some discuss poetry, while others discuss recipes, wines, and the weather. Most bloggers obviously consider no detail too insignificant to post for a worldwide audience. “Going to the Atrium to buy some Edam cheese”; “Went to see Barney – I think he’s gay.” Indeed, what self-respecting businessman would want to be associated with THIS crowd? Despite all of this, however, it’s important to notice that there are a lot of bloggers out there posting content that are informative and entertaining without being inane. As with all other things in life, there is a mixture of the good and the bad, even in cyberspace.

But the business world cannot ignore blogs any longer. Blogging is already considered by some to be the most explosive outbreak in the information world since – well, since the Internet itself! Let’s consider the numbers. There are at least 9 million blogs on the Web at last count. And it’s estimated that 40,000 new ones are popping up each day. So even if 99% of the blogs were pure rubbish, there remains around 90,000 blogs who could be discussing your company, your services and products, or even those corporate mergers that you thought were hush-hush. Ideas are circulating as fast as they come out. Reviews for products and services – and advertisements, of course – are viewed daily by thousands of potential customers.

With blogging, the cost of publishing has fallen practically down to zero. Anyone with a computer and an Internet connection can become a blog publisher in the 10 minutes or so it takes to sign up. But how does business change when everyone can be a potential publisher? For starters, consider that a vast, new world of information will open up. There are no laws covering libel, truth in advertising, or fairness (at least not yet). Ever since we can remember, corporations have gotten used to shaping their message to the masses. Now they’re slowly but surely losing control over it.

Want more examples of how blogs can affect business? How about Mark Jen, a 22-year old programmer from Google? Since Google is regarded by many as a secretive company, Mark Jen’s blogposts about his first days in the Googleplex drew instant attention. Sure, he wasn’t dealing out company secrets, but he griped about the company’s health plan – which he said was less generous than Microsoft’s, his former employer – and the free food, among other things. When Google fired Jen, he became an instant celebrity and Google was blogbusted for overreacting. Jen also received job offers from Microsoft, Yahoo! and Amazon, and finally decided on joining Plaxo, where he helps coordinate Plaxo’s blogging efforts.

Just think about the possibilities that business blogging can create. Companies can quietly buy bloggers’ support, or even start unbranded blogs of their own just to promote their products. Business blogging pioneers say that blogs have helped them advertise, network, and increase sales – all at a fraction of what it usually takes when using traditional media. Executives can also get a chance to state their point of view on a given issue, without interference, by using blogs. Writing a blog is often less time-consuming than doing an interview, and far more efficient in getting your message across. The best part about that? Nobody can edit it to fit a column or a 3-minute segment.

Blogging can help you get exposure for your new product, service or idea. If done properly, it can be a fast, informal way to share information inside and outside your company. Business blogs can also prove to be an efficient marketing tool to position yourself as an authority in your field. Aside from generating leads, it can send a positive buzzword about your credentials throughout the marketplace. So whether you’re pushing pork bellies, tractors, or the latest celebrity videos, blogging is no longer something that you can ignore, postpone, or delegate. Your rivals and customers are figuring blogs out. Our recommendation? It’s time you catch up.