There have been a number of comments over recent weeks (and indeed months) about the imminent death of blogging, to be generally replaced it seems with newer tools such as Twitter and lifestreaming.

For a small minority, it’s possible that this may well be on the cards – however, for the vast majority, and particularly those using these tools for primarily business purposes, I would say that this prediction is premature in the extreme.

Indeed, with the growing presence of social media as a marketing and comms tool in its own right, are we going to be seeing a decline in the role of blogging as one part of that? My answer is a resounding no and I’ll explain why.

Blogs will play a central role

It is true that there are major changes afoot – the industry is currently developing quickly ahead of an undoubted period of consolidation. As a result, I am constantly looking at the variety of social media which now exist, of which a business blog is certainly one. In the future, while the number of potential avenues for social media continues to expand, I still see a blog playing the central role for companies wanting to engage with customers and prospects using social media and general online methods.

For instance, if we take some of the more popular social media tools as examples:

  • Microblogging in the current guise of Twitter is great but a little restrictive – it’s difficult to save evrything in 140 characters, so is often used to make people aware of other sources of information or to initiate connections;

  • Social networks are proliferating in many different forms from the monsters such as Facebook to the niche forums on systems like Ning – they come and go (some quicker than others obviously) but each time a new one takes hold you need to establish a whole new infrastructure and set of contacts;

  • Podcasts and video have their own key sites like YouTube or iTunes but in most cases, businesses fail to achieve an independent identity or forum with them alone, although cases such as “Will it Blend?” from Blendtech prove that it is possible.

A blog, however, allows a business to bring all of these other elements together, creates a focal point for a community of customers, provides the company with its own social network hub whatever else goes on in the market and allows it to expand on the information disseminated on Twitter, YouTube or iTunes.

Business BLog as your online home

A personal analogy

To put it another way, if I make a personal analogy, if I meet friends in a bar or a coffee shop, then they will get a certain picture of me through a number of different factors: what I am wearing, what I look like, where we are meeting, what I’m drinking, who I am talking to and about what etc. All of these things give a certain picture of me as a person but it is still a superficial one.

However, if you come and have dinner at my home then you have a much more complete view of me. You see where I live, the type of house, the décor, the books and music I’m interested in, the decoration and style of fixtures and furniture, what I cook and what I serve for drinks etc etc. In short, you get a much more complete sense of me when you visit my home because it is much more multifaceted.

To my mind, social networking sites, discussion forums, Twitter etc are all types of coffee houses where you can a first image of me. My blog, however, offers much more of an insight and is essentially the online equivalent of my home.

You need a place to invite people to online

Don’t take this as putting down the other social media tools or indeed other general online marketing tactics – it is just the opposite. All the other elements are great when used in line with a business’ commercial aims, but you still then need to have somewhere to “invite” friends back to online rather than always meet in proverbial bars / coffee houses. That’s where a blog comes to the fore, bringing all the other elements together as well as contributing in its own right.

Think also that as you engage with other bloggers on their own blogs, there is only so much that you can convey when you leave comments, no matter how erudite and pertinent they are. What you need to have in conjunction is a place to develop your ideas further. A place to continue that conversation that you have started – once again, a role that your own blog would ideally fulfil.

Effectively, as you look at the world of social media and the innumerable opportunities that it brings with it, to me it is clear that a blog sits solidly at the core of this activity. Personally, I see it as driving and conducting the online activity that a company undertakes and as the place to develop a community of readers that links from other social media will help grow and promote.

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