I once had the privilege of standing in for friend and columnist John Naughton in the Observer and John, another early “Blogger”, has written an interesting essay on the importance of the Weblog to business. However the same argument might be true of any other organised activity, up to an including politics:
Blogging is 'the most powerful two-way internet communications tool yet developed' and is growing at an astonishing rate (one new blog every second). Increasingly, new bloggers are not teenagers talking about acne and angst, but workers talking about business. 'Chances are,' Scoble and Israel write - in their book “Naked Conversations”- , 'that if people aren't talking about your company in blogs today, they will be soon. You would be wise to join these conversations, if only to thank those who sing your praises or to correct factual errors. If you ignore the "blogosphere" you won't know what people are saying about you. You can't learn from them, and they won't come to see you as a sincere human who cares about your business and your reputation.'