Blogs, Blogs, everywhere and not a Drop to Drink

eMarketer has a good article on the growth of blogs into the mainstream, defined as actual audience in addition to those who publish.

We're big fans of the blogging medium, obviously, and the numbers are encouraging, but we can't help but to think that companies are really missing the boat.

Company blogs are still boring, irrelevant, unconnected and for the most part, worthless. Companies are rushing to add blogs, but aren't taking the time to understand what they can be used for. This is the point where we would normally insert an advertisement for our services, but this isn't about us - it's about a social phenomenon that can no longer be ignored or shunted aside. Just check out the numbers and you can see that blogs are worming their way into the DNA of the culture.

Let's go back to the article and finish the post with a juicy quote from the eMarketer article,

"Perhaps more importantly, in a very real way blogs are an indication of how the Internet is shifting from a medium where users gather information into a medium where they disperse information. Willy-nilly the web is tranforming itself into a democracy, a community of millions of voices and opinions."

There's a saying about the US Marines: No better friend, no worse enemy. I think we're reaching a point where blogs can start adopting the phrase as their own.