(Length: 18 pages)

November 5, 2004

Blogging: Bubble Or Big Deal?

When And How Businesses Should Use Blogs

by Charlene Li

with Josh Bernoff, Tenley McHarg

Executive Summary (This is a document excerpt)

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.