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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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70. The Blogosphere

Blogs are booming in popularity as a public relations and marketing tool. Technorati, a blog index, sites that more than 133 million blogs have been written and posted by people and companies to reflect perspectives on a particular topic, event, or news story. Over 900,000 people write and post articles every day. Blogs can be served up on an existing Web site, a separate Web site, delivered via email, or subscribed to using an RSS feed. This makes it easy to add frequently read blogs to a personal home page.

Businesses don’t create blogs to necessarily sell products or solutions, although this is often the outcome. The main purpose of a blog is to connect users and readers with the personal brand of a person or company. ...

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