When blogging, it is easy to slip into the conversation about blogging rather than focusing on the meat of the purpose. Blogging about blogging takes up an enormous amount of bandwidth and is easily identifiable as an early stage of one's development as a blogger. The real benefits, however, are elsewhere.

The real gem in the article is about IBM (they have over 3,000 active bloggers):

"People tend to think of blogging as a technological development, but it's really not," said IBM's blogger-in-chief Chris Barger. "The real benefit is the sense of community and interaction between the audience and blog, and individual and blogger."

IBM employees have been blogging since 2002, Barger said, but it wasn't until last year that the company decided to institute official guidelines for blogging on or off the IBM website.

"You can talk about whatever you want, as long you're not revealing a client's confidential information," he said. "If you chose to share your reaction on a blog, we're not going to stifle that. We don't have a problem with people being sometimes critical. As a good blogger, you want to be constructive about it and offer a constructive response." (Denver Post)

Colin Kingsbury told us:

Has it been worth my time? Yes, though I would also say I don't think we have gotten anywhere near maximum advantage out of it. Among other things, my blog has the highest pagerank of our site, and since I started blogging we have actually started to show up in some organic results. But more importantly, I think it has created a platform with which to engage the industry. We have made some interesting contacts along the way which I do not see us making without it.

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