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I've been saying this for a while too -- the word "blog" will become obsolete. For business purposes we will not need it in the future. But we sure need all the features of the blog.

Ed Barista thinks we should just call it "website".

Of course, this is to some extent just semantics. But it's not only that. Isolating the blog from web communications in general serves a purpose. It makes people think. They try to understand what's going on in a much more serious way than if someone had said "Hey, shouldn't you write more openly and authentic on your site?" to them.

There's a price to pay for that method. The blog might be seen as unrelated to the corporate web strategy. The blog might be seen as a temporary hype. It's neither.

I guess the question is when to stop saying "You should consider blogging" and start saying "You know blogs, right, what if you should use that kind of publishing to strengthen your web presence?" or even "Hey, shouldn't you write more openly and authentic on your site?"

To me it's obvious that we're not there yet in Europe. By the end of 2005 we very well could be.

Read Fredrik's other post about the future of the word "blog"

Fredrik Wacka is the author and founder of the popular CorporateBlogging.Info blog which is a guide to business and corporate blogging. Visit Fredrik Wacka's blog: CorporateBlogging.Info.