Length: 18 pages  
This is a Client Choice document
Charlene Li November 5, 2004
Blogging: Bubble Or Big Deal?
When And How Businesses Should Use Blogs
by Charlene Li
with Josh Bernoff, Tenley McHarg

This is a document excerptEXECUTIVE SUMMARY

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.

TABLE OF CONTENTS

NOTES & RESOURCES

itemIntroduction To Weblogs

itemCorporate Use Of Blogs Should Vary Based On Business Goals

itemBest Practices For Creating Public Blogs

recommendations

itemStart Slow But Start Now With Blogs

WHAT IT MEANS

itemBlogs Will Evolve Just As Web Sites Have

itemSupplemental Material

Forrester interviewed vendor and user companies including Disney, Intelliseek, Microsoft, Pheedo, and Six Apart.

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itemMarketers: Wake Up To Emotive Network Users

June 24, 2004, Trends

itemBlogging: Not Even Close To Mainstream

August 20, 2003, Brief

itemEmotive Networks Connect Consumers

September 24, 2002, Report

Find Documents In Related Categories

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Analyst: Charlene Li
Technology: Customer Experience, Enterprise Collaboration, Information & Knowledge Management, Marketing & Advertising, Social Computing & Web 2.0
Geography: Asia Pacific, Europe, North America

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