That blogging is becoming an increasingly lucrative activity is a symptom of the improving credibility of the most well respected bloggers. Advertisers are taking blogging seriously. With advertisers raising the flagpole in blogging, the rest of marketing, including PR needs to take note. Money always follows eyeballs and advertising spend on blogs is increasing, with the majority of blogs now carrying advertising. This signals a move towards the mainstream in much the same manner that online content was once regarded with scepticism in both PR and PR measurement circles. It is now an integral part of any media relations programme and the same will become true of blogging.

I have written about examples of brands taking a hit from the blogosphere previously. However, the positive impact of blogs in brands and individuals is less well documented. Blogging has become a means of boosting both individual and corporate profile. Bloggers are increasingly being accepted as respected commentators in their area of expertise. 17% stated they had been invited to speak on TV or radio as a result of their blog - something I've benefited from personally, having made appearances on BBC Radio4, Five Live and LBC as a result of my personal blog. 54% also claim that “I am better known in the industry as a result of my blog”. Evidence of the value of blogging is become irrefutable.

Metrica’s role is to make our clients more effective at PR. It is also our job as social media experts to ensure that they gain maximum benefit for their brands from it. By helping them understand that social media and blogging are increasingly mainstream, we are helping them to make the most of the multitude of opportunities actively engaging with social media offers.