If you read my last post, it would seem that everyone is blogging! I hope that post gave you an idea of just how big this blogosphere thing is becoming. It is more than just a growing fad though, it is becoming an ingrained part of our (our, meaning everyone of us who spends time online) lifestyle.

So who exactly is doing all that blogging and why?

Going back to Technorati’s State of the Blogosphere 2008, here is a snapshot of who:

Majority of bloggers are educated and affluent

3 out of 4 are college graduates

Two thirds are male

Half are between the ages of 18-34 (that coveted demographic)

44% are parents

As for why, there are myriad reasons.

One of the main points I wrote about yesterday was that 4 out of 5 bloggers review products and services on their blogs (according to Technorati’s State of the Blogosphere 2008) . That is a compelling reason as any for businesses to blog. Who do you want controlling the message about your business? You, or some random blogger – possibly influential in their respective community – who may or may not have had a stellar experience with your company, product or service?

Yeah, it better be you or you could find yourself in a P.R. nightmare.

So that’s the “blogging as defense” argument. Going on the offensive with a corporate blog is also smart on many levels.

First, it is an excellent, expeditious and extremely cheap way of staying in touch with your clients, customers and prospects. Here are a few things a typical company, corporation or business can use a blog for (there are thousand of others, this is a quick sample):

• announce new products
• announce sales, give-aways, contests and/or events
• offers specials and coupons
• create buzz around a new product or service
• update user information for products and services
• get feedback on a particular item
• offer historical or background information
• offer how-to’s

Some may say that you don’t need a blog to do all that, a static website would suffice. And that is very true, a state site would suffice. But in this day and age, with all the market turmoil, your company needs to do more than just get by, it needs to stand out in your customer’s mind. Today, sales and marketing is all about relationships. Websites state the facts, blogs open a dialog. Nothing says, “I care”, like lending an ear.

Technorati’s report states that,

“The majority of corporate and professional bloggers have seen a positive impact as a result of their blog. Half are better known in their industry, and one in four has used their blog as a resume enhancement.”

Building credibility and being seen as an expert in your field are excellent reasons to have a blog. Both can impact your business and your career in positive ways.

Blogging can also be good for morale, whether you’re a huge corporation or a one-man band. And that leads us into the topic for my next post: Tips on How to Launch a Blog. I’ll include an overview of the most popular blogging platforms and offers some ideas about how to structure a professional blog.