Forrester Research: Blogging: Bubble Or Big Deal? When And How Businesses Should Use Blogs

There is a free research report (once your register) on business blogging available from Forrester Research entitled "Blogging: Bubble Or Big Deal? When And How Businesses Should Use Blogs." The executive summary is as follows:

Although Weblogs (blogs) are currently used by only a small number of online consumers, they've garnered a great deal of corporate attention because their readers and writers are highly influential. Forrester believes that blogging will grow in importance, and at a minimum, companies should monitor blogs to learn what is being said about their products and services. Companies that plan to create their own public blogs should already feel comfortable having a close, two-way relationship with users. In this document we recommend best practices, including a blogging code of ethics, and metrics that will show the impact of blogs on business goals.

It's a fairly decent and fairly detailed report, but there are many additional details that business bloggers need to master and blogging technology and practices are themselves dynamically moving targets.

-- Jack Krupansky