Blogging community predictions

16 December 2004

The Big Blog Company picks up on Michael Gartenberg’s predictions for 2005 that more people will lose their jobs over their weblogs but more corporations will create official blogs. Jupiter Research’s Gartenberg also makes the point that far too many of the latter efforts “will just be marketing fluff disguised as weblogs”.

I completely agree with tBBC’s Adriana Cronin-Lukas that guidelines will be required to help employees thinking of posting to their personal weblogs about their jobs or employers, and that a lot of the “fluff blogs” will just exist as a knee-jerk response to others, without any proper thought about why or how.

Both predictions further illustrate why businesses need blogging communities.

I would also add prediction 4a:

And more agencies will tell clients they know all about blogs, when they don’t. Forget about corporations seeing the weblog light, uninformed agencies will see the weblog dollar and their clients will pay twice – first, for the “advice” that they will receive and then for the damage it will do to their brand.

As a result, there will be more examples of bad corporate blogging in 2005 than you would care to shake a stick at (but at least that will provide something for the rest of us to write about).

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2 Responses to “Blogging community predictions”

  1. niallcook

  2. niallcook

    In a comment on my last post Stephen Davies warns that PR is just as likely to mis-use blogs as advertising. I’m not so sure. I think the PR industry has given a pretty good account of itself so far.

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