Steve Rubel has a good post that excerpts the HBR article that endorses business blogging as a breakthrough for 2005. Last year was the year of the blog. Perhaps 2005 or 2006 will be the year of the business blog. Mohan Sawhney, a well -renowned Kellogg professor of marketing, writes the HBR article. Here is the paragraph that grabbed me most:
"Marketers will naturally want their messages promoted on influential
blogs and protected from critical ones. But they will find it difficult
to navigate this complex blend of advertising, content, dialogue, and
public relations."
There are those that claim the blogosphere is nothing new and that this whole thing is just an extension of existing technologies. That’s more descriptive of the technology by itself and not prescriptive what should be done by businesses giving the changing social, communication, and business networking structures. PR firms and hired guns will likely emerge or develop additional competencies to navigate the new morass of knowledge and junk.
Steve Shu
Managing Director, S4 Management Group