Are blogs just a lot of “blah-blah”?

Consider the facts:
There are over 1.4 million postings every day.
There are 120,000 new blogs started every day.
Half of the Fortune 500 Companies blog.
42% of all Canadians have read a blog
Blog use* is most popular among those:
With a household income of $60,000 or more
Men (48% vs women 35%)
Younger adults aged 18 – 34 (50%)
Those with post-secondary education (45%)

There are several benefits to blogging:

First , blogging can address many areas – Creativity, PR, Strategy, Influence, Conversation and Advertising. RBC was the first bank who used a blog as part of their strategy to attract a younger audience to their site by launching an Innovation Competition. The blog kept the audience up-to-date on the competition and the innovations offered. http://www.rbc.com/innovator/innovators_main.html
Most blogs are not as involved as the RBC example. Many allow the contributors the freedom to comment on their company, industry and current events. We think GM is doing a great job with their blog http://fastlane.gmblogs.com/
Second, blogging is immediate and responsive particularly if a corporation is facing a crisis. Blogs can address immediate concerns without following the tedious process of agency involvement or the slow responsiveness of TV and newspapers. The blog’s role in crisis communications is:
to disseminate the facts, staying ahead of the news cycle
to project a company’s message
and to combat error and quash rumours
Here is a forum of PR experts commenting on using blogs in a crisis. http://www.globalprblogweek.com/archives/blogging_in_a_crisis.php

Third, blogging can support the brand’s voice.
Score Magazine uses its blogs to clearly position itself as experts and leaders in the golf industry commenting not just on golf tournaments and products but even on golf and government. This blog builds relationship not just with their readers but with golf courses and their advertisers. http://www.scoregolf.com/blog/bob-weeks/2007/June/ontario-governement-tourism-ads-forget-golf.cfm

Fourth, blogs can build community among employees and shareholders. Check out WalMart’s Associates blog. http://www.walmartfacts.com/LifeAtWalmart/

So are blogs a lot of blah-blah? I think not. Blogging is an effective method of communicating with your clients, your audience and your industry.
*Ipsos-Reid June 2005