ABSTRACT
Organizations use blogs to communicate with individuals who seek the less formal, more personal relationships that successful blogs can build. Increasingly, the primary audience for blogs is customers and potential customers. Social Media Examiner reports that almost 70% of organizations use blogs in their social media marketing-and two-thirds of those organizations intend to increase their efforts in that area. Blogs actively invite written responses, offering a Comments button to allow readers to agree, disagree or extend the discussion. A growing number of blogs focus on travel, fashions and product demonstrations, making images and links almost indispensable. Blogs contain highlighted links to earlier posts, other blogs, online documents, videos, other websites and/or similar information sources. Successful blogs generally address different aspects of a broad topic, such as politics, product development, fashion or travel. Many blogs will not post a reader comment until the blogger or a representative has reviewed it.
