Despite all the negative publicity from some pundits on the effectiveness of blogging, the current trend of corporate blogging is gaining momentum. For instance, there are twice as many Fortune 500 companies blogging today as there was a year ago, and I would estimate that number to grow substantially as the need for dynamic Web applications grows.
So why is it that corporations are starting to buy into the blogging trend? I would narrow it down to these basic factors:
– The necessity to edit and update information on the Web instantaneously
– The need to reach out to and engage customers rather than passively addressing them through advertising
– The reality that consumers are more savvy today than a few years ago; and they demand relevant and up-to-date content via the Web
As the blogging phenomenon continues to evolve and progress, the realization that a blog is far more than a rant platform or a personal Web page will bring more companies into the fold. A blog is not simply a tool in which to share personal opinions, but rather a communications device that allows businesses like to reach out to and communicate with targeted audiences.
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