Aren blogs just personal journals by teens about things that no one but their moms care about?
Yes. But mostly, no. Blogs are published by journalists, corporate executives, marketers, mass media, advertisers, PR pros, citizens, freelancers, project teams, cooks, analysts – well, you get the idea – everyone. About things they care deeply about. Deeply enough to spend time writing blogs entries and reading and commenting on others. Self-expression is addicting. And they do get read – some more than even the most popular mass media. RocketBoom, a video blog, for example, has more “circulation” than some cable news shows. The fuel behind blogs is syndication – most popularly known as Really Simple Syndication (RSS) – which allows people to receive updates automatically. Online search engines favor new, updated content, and they find it using RSS. That means blog content is returned within the same search results as “mainstream” content. In fact you may be reading blogs and not realize it…
