The Power Of The Blog

    December 28, 2004

Fantastic piece by Fortune on the power of the blog. It’s a rather long read but if you have time I give it 2 thumbs way up.

The reporter(s) do a good job discussing some of the key players in the blogosphere and what role they’re playing. It’s a must read for any organic marketer and ad agency. Blogs are affecting both.

I’m a little annoyed at the amount of coverage BoingBoing got for Xeni’stesting out” of MSN Spaces but other than that I thought it was a good piece. I don’t have anything against Xeni or BoingBoing at all, it’s just that I’m all BoingBoinged out right about now.

From the Fortune Piece:

“Of course, it’s difficult to take the phenomenon seriously when most blogs involve kids talking about their dates, people posting pictures of their cats, or lefties raging about the right (and vice versa). But whatever the topic, the discussion of business isn’t usually too far behind: from bad experiences with a product to good customer service somewhere else. Suddenly everyone’s a publisher and everyone’s a critic. Says Jeff Jarvis, author of the blog BuzzMachine, and president and creative director of newspaper publisher Advance Publications’ Internet division: “There should be someone at every company whose job is to put into Google and blog search engines the name of the company or the brand, followed by the word ‘sucks,’ just to see what customers are saying.””

Here’s another clip:

“As big companies try to maintain a delicate balance, it’s often the smaller players who are nimbly working blogs to their advantage. Entrepreneurs like Shayne McQuade have learned that bloggers can be an easy-and free-marketing arm, if used right. McQuade, a onetime McKinsey consultant, in 2002 invented a backpack with built-in solar panels that enables hikers and Eurotrippers to keep their gadgets charged. He spent $15,000 getting the company up and running, outsourcing design and manufacturing to jobbers in Asia and warehousing and shipping to a company in New Jersey. The only thing left for him was getting the word out: He ended up outsourcing that to bloggers.”

Jason Dowdell is a technology entrepreneur and operates the Marketing Shift blog.