The buzzword that keeps buzzing, blogging, still strikes fear into many clients who are concerned about what might be said about them.
First of all let's differentiate between personal blogs and blogging for business.
Personal blogs come and go like nothing we have seen before as people try their hand at opinionating on everything from dog food to diabetes. Much of it is irrelevant from a commercial perspective, however, these bloggers are are also opinionating about your product or your service. It may seem irrelevant, but it is true to say that the majority of the planet these days, when they have a question or need something verified, turn to Google. If the first thing they hit upon in the search results is negative commentary, then they are already being swayed.
Whatever you want to do, the technology required to set up a blog is easy. If you want to find out what is being said online, and influence or contribute to the debate that the key opinion leaders (KOLs) are having, then there are a number of companies who monitor, aggregate and analyse traffic that we can put you in touch with.
See also: Blogging for Business
Blogging & Blogs: Other Info & Links
The Good, The Blogs and The Ugly - some example commercial blogs