Web blogs must be "regular"
Web 2.0
12 March 2008
Companies which use blogs to communicate with consumers must ensure they are regularly updated.
Graham Charlton, researcher at E-consultancy said that frequent updates will help firms to engage more successfully with their customers.
"Try to post on a regular enough basis such that it gets readers into the habit of checking for new posts," he advised.
"If you leave weeks between posts, readers will lose interest."
Blogs are often used as part of a wider marketing strategy and can help firms communicate internally, without filling up workers' email folders.
Mr Charlton also recommended that content be made indexable so search engines can find it.
Blogs have also become an accepted part of modern journalism and are a key component of the internet's new bottom-up philosophy.
However, they are not always a source of authoritative information and can allow for the publication of negative feedback.
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