Lee LeFever hits the nail on the head with this Esse Quam Videre (to be rather than seem) post about weblogging in business. It’s just too easy to see through the smoke when you post every day. You have to be yourself, or you’ll get caught. Lee talks about this idea stemming from the Cluetrain Manifesto (worth the read in spite of its rant style). From Rick Levine’s section of Cluetrain, “Talk is Cheap”, is this excellent sidebar — “A knowledge worker is someone who’s job is having really interesting conversations at work.” That would be most bloggers, I would say.
Blogging, like e-learning, is not for everyone or for every business. What’s great about blogging is the low barrier to entry. The bad part is that once you start, it’s tough to get off the “blog train”. That’s the thing about interesting conversations; you want to keep them going.
For businesses, the trick is to find a balance. First you have to find out what you are passionate about, and who your audience may be. Then determine how much time you can spend blogging, without adversely affecting other business processes. For us free agents, blogging is marketing, market research, and research all rolled together. The rewards are long term, I hope 😉