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Setting aside the significant benefit of increased findability of businessexpertise, business blogs and other forms of social media areemerging as an extremely important requirement for organizations of every type. While BusinessWeek and many other mainstream businesspublications delve into the marketing and public relations significanceof social media participation, comprehensive implementationrequirements and details are often set aside or glossed over in favor of a quick solution.Businesses (especially smaller and mid-sized firms) rarely spendenough time thinking about the combined contexts of strategic andtactical solutions, and it comes as no surprise that social mediainitiatives [such as business blogs] typically begin with a significant tilttoward tactical thinking. Without question, it’s possible to solve tacticalmarketing problems with a business blog, but the idea of putting ahuman face on a corporate entity creates significant long term impacton the organization at many levels. Much of the impact is caused bythe shear nature of blogging – blogs are very different from a typicalweb site. To help us create a context of long-term understanding,consider these observations and strategically-minded questions.
Your Future Social Media Topology
In five years, your social media topology will likely exhibit these typical(but relatively predictable) attributes:
Your business blogsite will be approximately 10 to 100 timeslarger than your main business web site.
It will contain approximately 1,500 to 2,500 blog posts; somemay contain as many as 5,000 posts.
The posts will contain 3,900 to 7,500 off-domain link references.
It will include about 10,000 tags (or keywords).