When blogging was in its infancy I sometimes used to think that a lot of organisations were fairly slow on the uptake regarding its potential for use within a commercial environment. Now that the massmarket has caught up with regards to social sites I wonder whether the audience's attention is elsewhere, especially now that the majority are happily ensconced within the walled community of Facebook (the collapsed community of Warwick Blogs being a case in point). In a way its a shame, as the Web2.0 software has come on leaps and bounds since those early days, and the architects are obviously trying to incorporate as many social and sharing options as possible. But as an open and transparent channel for communication and sometimes feedback, when approached right blogs can still be important, whether the audience be internal, external, or more of a personal aide-mémoire.
My summary in five words (two of which are the same): Less personal, more scope, more professional
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