What's a blog?
Since 62% of Americans have no idea what a blog is, here is the answer:
A frequently updated website consisting of personal observations and excerpts from other sources, typically run by a single person. A blog is made up of usually short, frequently updated posts that are arranged chronologically—like a journal. The content and purposes of blogs vary greatly—from links and commentary about other web sites, to news about a company/person/idea, to diaries, photos, poetry, mini-essays, project updates, even fiction.
Blog posts are like instant messages to the web.
Many blogs are personal, "what's on my mind" type musings. Others are collaborative efforts based on a specific topic or area of mutual interest. Some blogs are for play. Some are for work. Some are both.
Blogs are also excellent team/department/company/family communication tools. They help small groups communicate in a way that is simpler and easier to follow than email or discussion forums. Use a private blog on an intranet to allow team members to post related links, files, quotes, or commentary. Set up a family blog where relatives can share personal news. A blog can help keep everyone in the loop, promote cohesiveness and group culture, and provide an informal "voice" of a project or department to outsiders.
There's growing anecdotal evidence about the grassroots impact blogs can have on sales for companies, especially small businesses.
Internet guru Dave Weinberger says blogs are a growing force in commerce because they provide a more powerful voice to individuals. "If companies allow their employees to blog, [they] have the opportunity of engaging their customer in the sort of genuine conversations that build real customer loyalty."
The ever-shifting cultural and commercial tides cause continual adjustments in our approaches. What was once trusted (government, big corporations) are now suspect. What was taken for granted (truth in advertising) is now subject to lawsuits and fines, even reviews by the U.S. Supreme Court.
The continual erosion of trust and truth are giving rise not to the marketing machines but to authenticity. Authenticity spreads virally, especially through the Internet. Authenticity for old school marketers is hard because it's their job to stage, craft, and simulate. Today, it's not selling so well.
--Source: Creating customer evangelists at: http://www.customerevangelists.com