Blogs have been the ‘new black’ for a few years now. In the early days, some thought they were little more than a passing fad. The naysayers questioned the value of content generated in such an unstructured, unfettered way. But blogs have entered the realm of the respectable. Funnily enough, it’s precisely the dynamic, unstructured, unfettered way they are written, and the two-way commentary they encourage, which makes them so appealing.

Blogs more than ever are considered highly authentic and credible. Prick your ears and you’ll find blogs credited more and more with breaking news and current affairs, and as being unbiased sources of consumer information. Consider this; according to ‘Next Thing Now’ a global report on active internet users, 62% of Australians read blogs (putting us slightly ahead of the USA), and globally, 32% say they have trust in blogger’s opinions on products and services. Need more proof they represent the vox populi? The same report indicates almost three in ten active Aussie internet users have started a blog (up almost 60% in the past 2 years).

The bottom line is that when it comes to both reading and writing blogs there are major shifts in participation. As a collective, the blogosphere is starting to rival any mass media in terms of reach, time spent, and wider cultural, social and political impacts. Blogging today must be embraced.

So, with that background and introduction, welcome to our brand-spanking new BCM blog. I hope (at least occassionally) you find it enlightening, interesting and thought provoking.

Check out these related posts:

1. 2009: The year of social media
2. Twitter – not just inane micro-blogging
3. When the environment becomes the Web
4. Are you up to date with What’s Next?
5. Great ads will always be great ads