The Marketing Shift Blog takes an interesting look at how blogs have changed society and business -- for good and for ill: How Blogs Changed the World. The key point:
The language of blogging is more digestible. You can't write a blog like a press release, so the words have to be more direct, unscripted, and easier to understand. Bloggers who try to hide behind marketing-speak will be called out. Blogs are written in a narrative style that gives better insight into the author's thought process as events are occurring, unlike polished policy papers that have been sanitized.
Blogging breaks control of information distribution from the media. Allowing new voices is a positive, and it is changing the political discussion, critically assaying the media and government from all sides.
This is good news...and very bad news.
Because as blogs go more and more mainstream, the blog way of writing will spread. Because it's better. It means (eventually) the end of wooden, false, group-speak, sales-copy. That terrible tone of voice that no human would dare to use in person -- yet nonprofits use all the time.
Is your organization going to be able to make the change? Will you be able to let real people write in real voice? Best of luck: You'll someday have no choice.
Source: http://www.donorpowerblog.com/donor_power_blog/2006/11/how_blogging_ch.html
