While many would say it's early days for blogging in India, unlike the US or many other countries, blogging as a diary never really became mainstream in India despite the huge hype surrounding blogs, and now it never might. Read on...

Many started blogs but weren’t motivated enough to continue:

1. For want of content.


2. For want of readers.


3. For want of time.


4. For want of commitment.

Then Orkut happened and it changed the internet usage patterns dramatically. Facebook changed that further by bringing hitherto untouched segments of the population on board. Facebook virtually takes away the need for blogs as a diary concept as all that a diary blog can do, Facebook does better as you don’t even need to go looking for readers or inform anyone that you wrote – Facebook does that automatically

Enter Blogging 2.0- Meaningful, purposeful blogging. Some of the things happening, likely to happen:

1. Breaking news.


2. Cause and activist blogs.


3. Event blogs.


4. Celebrity blogs.


5. Consumer blogs.


6. Corporate blogs.


7. Blogs and social media for marketing as search and social media start to impact purchase.


8. Micro publishing – blogs that hit it big time.


9. Bloggers go mainstream – merge into mainstream publications by sharing feeds or writing for them.


10. Media goes the blog route – behind the scene news, research, live stories, breaking news, conversations.


11. Experts go online.


12. New experts emerge, thanks to enabling impact.


13. Online to print; print to online.


14. Communities.


15. Micro blogging – blogging on the go.


16. Any time, any device.


17. Local is new global – language and location.


18. Politics 2.0.


19. Niche social networks.

Combined with the connectivity and viral nature of social networking sites, micro-blogging platforms and feeds, impact is likely to be significant.

However, the one thing that bothers me most is that the hyper-connected are also hyper-vocal:

1. Social Noise - once upon a time people were scared to speak, now it would seem they are scared if they don't. Worries about dropping off the radar become reasons for meaningless chatter - not realizing the diluting impact this meaningless chatter can have on our 'thought-leader' ambitions.

What are the trends you note? Keep writing.

Many prospects, and clients, we interact with, talk about starting their blog on a free blog site, such as Blogger.com etc.

That's a bad-bad way to start your blog/ social media journey, we tell them. Show the tool the reverence it deserves - don't treat it casually - we tell them. All blogs are not equal, we tell them - what works for a casual, individual blogger, doesn't work for an organization/ brand.

If you still do go ahead with a free blog and then fail to get results you were seeking, don't blame the tool, blame yourself, we tell them.

So, why do we need to move these conversations to our domain? Here are just a few reasons:

1. Our domain is OUR home, it gives us the control on what we want to do; on customization of features, look-feel; on branding.
2. We get access to powerful analytics that tell us much about:
   - Where are users coming from.
   - What is bringing them there.
   - What are they doing on the site.
   - Where are the gaps that need to be bridged.
   - Much, much more.
3. We own the content on the site, no fear of - being deleted, of the site going down because of a ban, of rules changing mid-way.
4. A single place for stakeholders to engage with us, share feedback, find answers –ensures continuity. Though, if we are a brand, then we'd be creating a dozen other touch points too and yet it helps to have one place that's our own and aggregates/ links everything.
5. Since people get an opportunity to reach the brand directly, they can transparently share any grouse/ feedback with the team – chances are that they won’t vent any negative feelings on consumer feedback sites instead – showcases transparency, consumer orientation, saves time and effort sorting issues on third party platforms.
6. MOST IMPORTANTLY – as the Internet gains strategic significance and search becomes the new clipping, and with increasing impact of social media on purchase decisions, it is imperative that we participate in these conversations and build communities.



7. Blogs (loosely used for sake of convenience, but will include tools like wikis, forums, etc. based on need) are the best search engine optimization tool - as most recent, most relevant content gets picked by search engines first.

Don't be hasty in starting a blog, think through the process as I don't tire explaining.