The Internet community at large has become jaded to the barrage of paid opinions from
pontificating columnists, vested political interests in the ???unbiased??? media, and news with
thinly veiled corporate sponsorship. People seek authenticity. The fragmented Web makes
it increasingly difficult to focus on any more than a few sources of information, and users
are seeking sites with a laser-like focus on the topics they care about.
The need for authenticity and topical focus has been the single greatest catalyst for the
phenomenal growth of blogging. Coupled with the ability to publicly comment on the
content, smart web users have found the perfect medium to satiate their content thirsts as
well as stand on a virtual soapbox and sound off.
Corporations who take advantage of blogging can also meet these simple reader needs. By
offering a topically focused blog written by members of the company, they provide the
audience with an unfiltered view into the thought process of the business while simultaneously
allowing people to comment on topics they care about. While promoting an open
exchange of thoughts has its potential downfalls, the benefits of a well-operated company
weblog cannot be ignored.
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