The Chronicle Herald ran a piece on the front of their business section on Saturday about blogs. My comments were included and here is the full text of my submission. As an aside, the paper saw fit to cut the Scoble piece... I guess they had trouble understanding how a blog can nourish a business from the inside out... surprise, surprise...
Anyway, here it is:
Blogs, at their core, represent the humanization of the web. As such, they demand authenticity. Blogs are a human-to-human medium, not a business-to-consumer channel. Businesses seeking to tap into the power of blogs must recognize this fundamental difference – successful blogs cannot be littered with filtered PR-speak. Bloggers must write in their own voice. They must be human.
Consequently, the power of blogs for business is most certainly not in serving up the same old web ads on your blogs of choice. It is only when businesses begin to view their markets as conversations that their real strength is revealed: blogs allow businesses to talk with their customers in a profoundly different and compelling way.
Robert Scoble’s popular blog, Scobleizer (scobleizer.wordpress.com), had a dramatic impact on his employer, Microsoft. Scoble’s open and honest dialogue about his employer – both good and bad – enabled a powerful conversation delivering key insights and thinking, from independent software developers and others, to those directly inside Microsoft.
Whether you’re looking for a bespoke suit (englishcut.com), a great bottle of wine (stormhoek.com), or a fantastic yacht (fenderkicker.typepad.com), great examples of business blogs abound. You will know them when you read them – they communicate with passion in a direct, genuine way that is unmistakably human.