The Business of Blogging

Blogs are radically changing the face of communications on the Internet. Beyond publishing content, blogs enable users to engage in conversation and form tight knit communities, constituting a highly influential subset on the Web. While the benefit of blogs to individuals is well studied, their utility for an enterprise is less well understood.

This presentation details how enterprises can benefit from adopting blogs, internally, and externally, in the context of IBM. We discuss how blogs external to an enterprise should be monitored, thus aligning corporate marketing and communication with the Web 2.0 juggernaut. We show how internal employee blogs enable expertise identification and community building, hence promoting collaboration across geographies.