In the past few years, blogging has really become the almost-mainstream form of new media. Many people get their news from blogs and only blogs; blogs can foster a dynamic dialog between authors and readers; and blogs can move more quickly and agilely in presenting news and information than many traditional outlets. This is a very important distinction in an age when a news story can get started on Twitter or Facebook and be "all over" the internet before CNN has even prepared a package - remember that weekend of the disputed Iranian elections, and subsequent protests?
But let's be honest. Most small businesses don't need a blog in order to break earth-shattering stories and organize protest marches. But those businesses can use blogging to relate to their customers and prospective customers in an effective way. A blog can serve a purpose similar to the old press release, but with less overhead and less formality. A blog can also seem more genuine than a PR memo full of boilerplate language, and it should be more genuine.
On Brazen Careerist, LaTosha Johnson listed the three top reasons why, in her opinion, every business needs a blog:
1. People want to know the REAL you.
2. Share and exchange ideas.
3. Sense of community.
In reality, that's more like two reasons, because when you do share and exchange ideas, including an open commenting policy, it can only foster a sense of community among the readers of a blog, the authors, and the company that sponsors it.
SiteProNews has a great list of reasons why your company should be blogging - 10 reasons, in fact. Even though this particular article is two years old now, it's full of great ideas that are still very relevant. You can use your company blog to do so many things, for such a small investment of time, money, and technology: you can educate your customers, keep them updated on your progress, use it as a marketing tool, show off your employees' expertise, even offer coupons and discounts.
Blogging is a great idea for companies of all sizes, and a perfect way to connect with customers on many levels. Start small, just to try it, and you may be surprised at how valuable it can be for your business's image and web presence.
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