In the rapid-fire world of the social web, blogging will surely evolve. What might the future hold for our beloved blogs and how should companies prepare for inevitable change?

Will blogging die? It was trendy a few months ago to predict that micro-blogging (like Twitter) would kill blogging. But Twitter NEEDS blogging. Twitter is like the movie trailer but you still want to watch the movie. About 70 percent of all tweets link back to a blog.  Content publishing through blogs is important.

Publishing platforms tend to last for a long time and I think in many cases blogs have supplanted newspapers, magazines and even books. It’s not going anywhere but it will evolve.

Make me laugh — Blogs won’t die, but boring blogs will. The pressure to produce entertaining content will be keen as the roar of competing content on the social web becomes deafening.

Consolidation — There are too many blogs and it’s becoming difficult for individual bloggers to compete against companies with a staff of paid bloggers.  Look for consortiums to emerge and thrive.  An example of this is the Social CMO blog. A group of individual bloggers contribute to the content of one themed-site.

This approach also creates diversity of thought, consistency of quality content, regularity in publishing, and a greater opportunity to get the critical mass needed to monetize. For corporate blogging, this might mean deputizing many people in your company to blog (IBM is a best practice), or joining others in your industry to contribute to online “trade” content.

Aggregation — Sites that aggregate vertical-themed content are becoming popular time-savers for readers. For example, aggregating top industry headlines can make your blog more attractive as a customer stopping point.

Integration — If you’re working the web well, you probably have content in a number of places like YouTube, Twitter and Slideshare.  Provide a mechanism on your blog for readers to find your content wherever it might be. Look to integrate  features like video, podcasts, forums, job boards, classifieds, chat features, and voting tools to increase value for readers.


Mobile — Today, consumption and creation of content happen not just on traditional computing systems like a laptop, but also on highly mobile devices. Imagine the volume of information we’re going to create and consume when we have ubiquitous broadband speeds on our on-the-go devices.  This trend is making creation even more immediate  and collaborative.  Posterous and Tumblr are trying to tap into in-the-moment blogging but who knows where it will lead? How about instantaneous video blog comments?

New journalism — Blogging is already filling legitimate journalism niches left vacant by the decline in traditional media.  The edges of what is, and isn’t, blogging continue to blur. What does this mean to the corporate blogger? Blogs will increasingly be an important source of news stories, leads and product placement.  How does your industry traditionally get information? If it is through dying institutions such as trade shows and publications, can your blog help fill the gap?

Facebook — No discussion of any aspect of the social web can exclude a mention of Facebook.  This platform has leveraged partnerships, momentum, and an intuitive interface to become the web’s most important social networking property.  For millions of people. this is their ONLY home on the web. How its ubiquity and growing power will affect blogging remains to be seen … but it probably will.  A presence on Facebook has augmented — and sometimes replaced — traditional websites. probably the only thing keeping Facebook from being a dominant blogging platform is the issue of ownership — Facebook’s terms of service dictate that they would own the content.

What ideas and trends do you see out there?  Will blogs evolve or die away?

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