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My studies will be focussing on business/corporate blogs in terms of marketing. According to Scobel and Israel (Scobel and Isreal, Naked Conversations, 2006) blogging does not well integrate into a marketing master plan and is not just an additional marketing tool. They argue that blogging changes marketing into something more conversational.
Does it and what makes a blog successful?

Various authors have suggested the following success factors for blogs:
1. a successful blog is passionate and shows authority
2. a successful blog has frequent posts
3. a company running a successful blog does listen to its audience and engage in other blogs too
4. a company that is successful in blogging spends a lot of time doing so
5. posts have to be interesting and catch the audiences attention
6. in order a blog is successful a company needs to speak the truth and conversations need to be real
7. a good blog should build trust, interest, awareness and enthusiasm
Do you share those opinions? Anything to add?

It seems as it would be quite challenging to estimate how many blog have been created by now and how many blogs are active blogs. How many posts and comments does a blog need in order it can be classified as an active blog?

I found two pages on this topic:,

I am doing some research in the field of blogs, blogging and virtual communities in general. It would be a great pleasure sharing thoughts with you and learning from your experiences.

Please let me know your thoughts and ideas about blogs.


January 2007