Blogging is something my clients ask me about:
"Ben," they say, with a puzzled look on their face, "what is a blog, and why would anyone want to read one?"
"Well," I begin... and pause, so I can kick off with the most important bit. Do I lead with the incredible power of samizdat ("self-publishing"), or simply say that it's shorthand for a new section of the human race suddenly getting very excited about and involved with the internet, or do I just give them a sly wink and say, 'I could tell you but I'd have to kill you'... ?
But before I've decided, they butt in - clients tend to do that, I've noticed - "No really, who are all these people and why are they important?"
Why not read the report and find out for yourself. It covers: Who Are the Bloggers? The What And Why of Blogging, The How of Blogging, Blogging For Profit, and Brands Enter The Blogosphere. If you like, check the previous ones and see how they compare.
This, for me, is a telling quote from the Introduction: "Company information or gossip and everyday retail experiences are fodder for the majority of bloggers."
In other words, "whether or not a brand has launched a social media strategy, more likely than not, it’s already present in the Blogosphere."
That, in short, is why "blogging" is important for brands. Because it's already happening, with or without the brand's permission - so the smart thing to do is tie your shoelaces and run fast to catch up with that bandwagon you can see disappearing over the brow of the hill.
I'll spare you the extended rant about how it's all basically just "the internet"... or if you prefer, "communication". Plain and simple - a fundamental shift in the way all types of social entities now relate to each other. If you're very good, I'll do that one later.
Apologies to Bill Hicks for the blog title mash :-)