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	November 5, 2004 Blogging: Bubble Or Big Deal? When And How Businesses Should Use Blogs by Charlene Li with Josh Bernoff, Tenley McHarg	Average: 7  (5 ratings)

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Executive 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

• Introduction To Weblogs
• Corporate Use Of Blogs Should Vary Based On Business Goals
• Best Practices For Creating Public Blogs

RECOMMENDATIONS

• Start Slow But Start Now With Blogs

WHAT IT MEANS

• Blogs Will Evolve Just As Web Sites Have
• Supplemental Material
• Related Research Documents

This is an excerpt

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