Custom Digital Marketing, Social & Interactive Media Consulting

What is a blog?

A blog (a portmanteau of the words 'web' and 'log') is a discussion or informational site consisting of posts typically displayed in reverse chronological order. In the early days of blogging, blogs tended to be maintained by a single author and be centered on a single theme. Over time, blogs adapted, accommodating multiple authors, addressing more than one topic and being maintained not just by individuals, but business and organizations as well. Blogs often allow for comments, opening up a dialogue between the author and the reader, adding to the interactivity of reading a blog. Increasing use of Twitter and other 'microblogging' platforms have helped integrate blogs into the social media stream of daily online life. Blog can also be used as a verb, meaning to maintain or add content to a blog. Often referred to in relation to the blogosphere, which is the collective term for all blogs on the Internet.
Definition in part from Wikipedia,, hubspot, socialbrite

Positive Points:

  • 61% of U.S. online consumers have made a purchase based on blog recommendations
  • 81% of U.S. online consumers trust information and advice from blogs
  • Flexible format that allows for text, videos, links and photos - able to take advantage of the overall shift of the Internet and iMedia toward increasing use of images
  • Companies that blog get 55% more website visitors
  • Can be launched with little or no cost
  • Helps feed 'fan' appetite for more information/interaction/behind-the-scenes content while still allowing the author of the posts to control the level of sharing

Potential Pitfalls:

  • Requires a certain degree of writing ability to be effective
  • Posting regularly (keeping content fresh thus maximizing benefit) can be time consuming and labor intensive
  • Can be difficult to build up a readership and to cut through the noise of the blogosphere and position your blog as a thought leader/expert
  • TMI syndrome - companies run the risk of employees sharing confidential information, trade secrets, intellectual property
  • Behind every blog posting is a person, and there is always the risk of sharing too much, spilling a secret or generally posting something one may come to regret later
  • Difficult to monitor and regulate postings; run the risk of being associated with something inflammatory or potentially libelous
  • Blogs can get personal, requiring a certain comfort level with writing and sharing information to walk the line of behind-the-scenes and personal diary