I'm a huge fan of BusinessWeek.  I follow their blogs daily.   I wanted to comment on a followup post they did regarding a story from 2005 titled How Blogging Will Change Your Business. Seems like the gist of the updated story will be on Social networks as opposed to Blogging for Search.

Ugggh!   Look, I love social networks as much as the next guy.  Anyone will tell you that I get a lot of joy from Facebook and actually get a lot of value from LinkedIn.

But I stand here as perhaps the lone voice to say: "I don't want another destination!"

I cannot be that different from the rest of you.  I heard a stat that says 80% of all web visits begin with a search.   People don't have capacity to squeeze more destinations or URL's into their day.   At least for 80% of our web time, I just want to go to that little box...type in my request and in 0.24 seconds have what I want delivered right to my desktop.  Wouldn’t a best practice be to recognize this reality.

Corporate Blogging will be the big marketing initiative in 2008.  Business Blogging Solutions focus on easy to use and solve the biggest blogging problems…specifically around search engine optimization.   The most valuable real estate in the world has got to be in those above the fold organic results.  I see business wasting their time chasing the next big thing in Social Networking and trying to create new destinations when all an organizaition needs to do is implement an affordable blogging platform and free up their employees to create great blog content.

Enterprise Blogging....start there.