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Management Report

Management reports, briefs issued by Samsung Economic Research Institute

Blogging for Business

Blogging for Business

LEE Jung-Ho

Nov. 14, 2005

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A blog (or web log) is an online journal for recording and exchanging personal opinions, comments, and experiences. It is an explosive new concept of today's information age. Its popularity has been spreading across the globe and human activities that it has coined a new word, "blog capitalism" "Blog" entered the renowned pantheon of Merriam Webster dictionary as a new entry in 2004. In Japan, Dentsu, the country's leading ad agency, proclaimed it one of the biggest hits of the first half of 2005. As of late 2004, 40.6% of Internet users in Korea had their own blogs or MiniHompy, a Korean-style blog provided by Cyworld.

Blog represents a knowledge bank as well as individual media. Blogs accumulate and distribute information through state-of-the-art technologies such as extensible markup language (XML) or really simple syndication (RSS) or TrackBack. Blogs beat preceding technologies like e-mail, homepage, website bulletin, or Internet with unlimited quantity of high-quality information delivered on real time. Any Internet user who has an access to blogs can post whatever he or she wants. Furthermore, a blog owner can expect an instant feedback, which makes distribution of information possible at astonishing speed in terms of quantity of quality.

Blogs can establish a huge knowledge-based network. In particular, bloggers (or blog users) assist each other to influence politics, society and culture by rapidly forming a consensus on any given issues. Human relationship is typically based on school, region or blood ties, but networks created through blogging do not have such boundaries. In other words, blogs diminish the line between public and mass media. For example, when a mega tsunami swept through Southeast Asia in 2004, laying waste to many countries, bloggers posted pictures, video footages and articles prior to the media. Bloggers also often create or break a star figure. One such example is the case of Howard Dean, former US presidential contender, whose popularity first surged among bloggers, however, once their support vanished, so did his popularity.


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