I truly believe this – *every business must have a blog*.
Well, to be honest, every business _should_ need a blog – I’m just not sure when we’ll go from “should” to “must”, so get one now and avoid disappointment.
Way back in 1995 I would tell anyone who’d listen that they *had* to have a web site because eventually everyone would use the web to determine what companies they were going to deal with.
As hard as it may be to believe, this was a radical idea at the time and many scoffed. Few would scoff now – can you imagine doing business with any company that had *no* Internet presence?
The next frontier isn’t the desemination of information via corporate web sites – that’s now table stakes. Increasingly businesses will need to convey authority and enter into conversations with their “fan club” (in the “Seth Godin sense”:http://sethgodin.typepad.com/seths_blog/2006/01/flipping_the_fu.html of the term).
That’s what blogs do.
Mark my words – by 2010 you will not trust any company, politician, pundit, author, or anyone else looking to promote an idea or service if they don’t have a blog. By default people will assume you have a blog and if you don’t they will say “they must have something to hide”.
Agree? Disagree? Are there some companies that will never need a blog?