Is not it interesting that some of the most significant ‘revolutions’ of the last two decades have all had to do with writing? First we had email, then webpages, then mobile phone texting, and now blogs. All this reflects a trend whereby the world is becoming more formal in how it communicates. Instead of body language and endless conversations, communication has shifted towards endless words on a screen.


MERITS OF BLOG

1. The consumer and citizen are potentially better informed and this can only be good for the long-term health of our societies and economies.
2. Blogs have potential to help the organization develop stronger relationships and brand loyalty with its customers, as they interact with the ‘human face’ of the organization through blogs.
3. Blogs, in an intranet environment, can be an excellent way of sharing knowledge within the organization.
4. Blogs can be a positive way of getting feedback, and keeping your finger on the pulse, as readers react to certain pieces, suggest story ideas, etc.
5. Blogs can build the profile of the writer, showcasing the organization as having talent and expertise.

DEMERITS OF BLOG

1. Most people don’t have very much to say that’s interesting, and/or are unable to write down their ideas in a compelling and clear manner.
2. I have often found that the people who have most time to write have least to say, and the people who have most to say don’t have enough time to write it. Thus, the real expertise within the organization lays hidden.
3. Like practically everything else on the Web, blogs are easy to start and hard to maintain. Writing coherently is one of the most difficult and time-consuming tasks for a human being to undertake. So, far from blogs being a cheap strategy, they are a very expensive one, in that they eat up time. As a result, many blogs are not updated, thus damaging rather than enhancing the reputation of the organization.
4. Organizations are not democracies. The Web makes many organizations look like disorganizations, with multiple tones and opinions. Contrary to what some might think, the average customer prefers it if the organization they are about to purchase from is at least somewhat coherent.