Steve Mays today points to a great column on corporate blogging. It's here to stay, according to Rich Karlgaard, the publisher at Forbes. And since Steve was so kind as to pull out a few of Karlgaard's key points, I'm going to put them here, too:
* Blogging is not overhyped.
* Don't judge blogging by the "average" blog.
* The best bloggers write about what they know, and when the don't know, they link to more knowledgeable sources.
* Blogs really do threaten the mainstream media.
* Good companies and honest businesspeople have little to fear from bloggers. Bad companies and shady dealers will get their heads handed to them in the blogosphere.
Regarding the last point about good companies and bad companies: I'm convinced this is the main reason we're seeing such a reluctance to enter the blogosphere on the part of so many people. We've been conditioned to "talk up" our good points and "minimize" our bad points for so long, we simply can't imagine writing, even for a brief moment, about something we've done wrong. Even good and honest businesspeople are afraid to be too good, or too honest, for fear that they'll scare away customers to the competition. But over time, we're simply going to have to to relearn the concept of marketing and communication at a very fundamental level if we're going to make an impression on an ever-more-savvy and ever-more-skeptical public.