Mainstream blogging

Computerworld.com readers range from CIOs to application developers to technophiles who may not even work in IT but are interested in a specific area of coverage.

Those working in the IT trenches likely are long-time devotees to technology blogs and aggregation sites that follow the latest posts from high-profile technology bloggers. But the executive management at their company likely is just now throwing around the idea of having the CEO or a designed corporate bloggers launch an official company blog.

Blogging is slowly working its way into the inner sanctum of corporations to use as a way to connect more directly with customers, partners or others by presenting a much more “authentic” company voice.

This week, for example, Realtor.com announced a new featured blog and a new blogging program aimed at helping realtors demonstrate their local expertise and expand their client base. The site also includes search engine optimization features to increase the odds that a post will be picked up by major search engines and get higher placement, noted Errol Samuelson, president of Realtor.com

On their own blogs, realtors can post information on neighborhood descriptions, local or current events, or advice for buyers and sellers, he added. Each realtor can determine discussion topics and write their own posts.

Manpower Inc., the employment services firm, this week unveiled its new Manpower Employment Blawg, which will be written by “Manpower’s resident comedian, singer-songwriter and North American Chief Legal Officer Mark Toth,” the company noted.

The blog, which will focus on employment law, will tackle topics like:

• Can I ask an employee if he or she has a gang tattoo?
• What should I do if an employee complains about sexual harassment but begs me not to investigate?
• How to keep lawyers from taking all your money

This increased focus on business blogging coincides with an increasing public awareness of blogs. A research report released this week by market research firm Synovate noted that 8 out of 10 Americans know what a blog is, and almost half have visited a blog.

The survey of 1,000 adults also noted that 46% of blog readers said they visit the same blogs regularly versus 54% who noted that they usually surf for new and different ones.

Though the majority of blog readers (39%) view them less than once a month, 28% of them visit blogs monthly, 15% of them daily and 5% more than once a day.

"Eight percent of Americans currently have their own blog," said Tom

Mularz, senior vice president at Synovate. "This is surprising given that a few years ago hardly anyone knew what a blog was."