A useful article from Robert Plummer last night on the BBC website entitled Business bites the blogging bullet gives a nice overview of certain aspects of Business Blogging and from two separate standpoints.

On the one hand, he looks at the world of Blogs from the standpoint of the large corporates which need to monitor what is being said about them in the blogosphere, ideally so they can enter into the conversation and participate in the debate to put their own side. On the other hand, the article identifies the ability of blogs to act as a powerful promotional tool to drive awareness, develop brands and ultimately create sales.

For me, I particularly enjoyed the headings which summed up a number of different aspects of Business Blogging:

Dell Hell
The example of Dell and Jeff Jarvis’ blog, Buzzmachine, is well founded because of the impact it has had on their reputation. The viral nature of blogs in developing ongoing conversations is powerful with negative commentary as in Dells case, but equally so when used to positive effect.

Opportunity
Its good to read the word opportunity associated with Business Blogging I still all too often see the word threat used, generally by companies which worry about not being able to control what is being said about them or PR companies worried about the changing face of their marketplace. One of the opportunities is now you know what is being said and can do something about it.

Marketing Disruption
Just as the change from mass media advertising to a more individual and personalised marketing focus caused a great deal of consternation in the marketing, so Business Blogging as part of emarketing has taken it a step further. Its now given the opportunity to interact with a vendor, develop a relationship and build trust with them.

Micro-brand boost
Blogs have also given businesses the opportunity to develop their own brand like never before and the tools to communicate to a wide audience both what they do and what they stand for. Dominating a niche is clearly not easy but the new marketing opportunities on offer, such as Blogs, does make it possible.

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