There have been a number of comments over recent weeks (and indeed months) about the imminent death of blogging, to be generally replaced it seems with newer tools such as Twitter and lifestreaming.
For a small minority, it’s possible that this may well be on the cards – however, for the vast majority, and particularly those using these tools for primarily business purposes, I would say that this prediction is premature in the extreme.
Indeed, with the growing presence of social media as a marketing and comms tool in its own right, are we going to be seeing a decline in the role of blogging as one part of that? My answer is a resounding no and I’ll explain why.
Blogs will play a central role
It is true that there are major changes afoot – the industry is currently developing quickly ahead of an undoubted period of consolidation. As a result, I am constantly looking at the variety of social media which now exist, of which a business blog is certainly one. In the future, while the number of potential avenues for social media continues to expand, I still see a blog playing the central role for companies wanting to engage with customers and prospects using social media and general online methods.
For instance, if we take some of the more popular social media tools as examples:
Microblogging in the current guise of Twitter is great but a little restrictive – it’s difficult to save evrything in 140 characters, so is often used to make people aware of other sources of information or to initiate connections;
Social networks are proliferating in many different forms from the monsters such as Facebook to the niche forums on systems like Ning – they come and go (some quicker than others obviously) but each time a new one takes hold you need to establish a whole new infrastructure and set of contacts;
Podcasts and video have their own key sites like YouTube or iTunes but in most cases, businesses fail to achieve an independent identity or forum with them alone, although cases such as “Will it Blend?” from Blendtech prove that it is possible.
A blog, however, allows a business to bring all of these other elements together, creates a focal point for a community of customers, provides the company with its own social network hub whatever else goes on in the market and allows it to expand on the information disseminated on Twitter, YouTube or iTunes.