While blogs are (shall I be so bold to say) mainstream communication tools. Mixing other technology in a blogging platform could be a recipe for some powerful engagement. In the 2007 online video audiences have surged the Pew Research Center tells us. "On a typical day at the end of 2007, the share of internet users visiting video sites was nearly twice as large as it had been at the end of 2006." We'll have to see what 2008 figures reveal. I suspect the trend will continue. The demographic breakdown is telling as well. More older people are catching the social media fervor. Generally there has been nearly a 64 percent increase of Gen Xers turning to online video sharing websites, such as YouTube, and the Boomers aren't far behind at 63 percent.

Bloggers review brands -- including yours

There is no shortage of data that suggests blogs and online video are a passing fad. But what exactly are people blogging about, and how can we combine blogging an online videos to create powerful communication tools that touch virtually all demographics? Technorati found "brands make up a major part of bloggers' online conversations. More than four in five bloggers post product or brand reviews, and blog about brands they love or hate." Researchers found that bloggers -- 22.6 million group of people (12 percent of the US population) -- are being taken more seriously as information sources. "One in five bloggers don't think that newspapers will survive the next ten years," according to Technorati's report. "Half believe that blogs will be a primary source for news and entertainment in the next five years."

So what does this mean for public relations agencies serving their clients, or in-house corporate communications staff for positioning brands and engaging publics? A lot. Let's look at how video can help position you and your brand.

In his "Guide to Blogging" blog, CEO and co-founder of Compendium Blogware, Chris Baggott, cites Josh Bernoff's take on a blog's raison d'etré. He says, "Josh is bravely telling businesses that blogging is a terrific media if used correctly:

"Blog about the customer's problem. Don't blog about your products; blog about something your customers care about. Rubbermaid blogs about getting organized, for example.  Emerson Process Experts blogs about factory automation.  If you can bring value to your customers around their problems, they'll remain interested in you. Blogging about your customers' problems makes it far more likely that bloggers in your space will link to your blog, which increases both traffic and search relevance."

Bernoff, an analyst for Forrester and co-author of Groundswell, seems to focus on B2B blogging. Baggott disagrees and says B2C blogging is just as effective. "Why shouldn't buyers blog about how and why they pick certain products for the book," he writes.  "Every time I see the J. Peterman skits on Sienfield I think what great blog content this would be to know the stories behind the products."

When you combine blogging with video, however, you create a dynamic communication tool. But not any video will due. Productions that address a particular problem, or provides information create and interactive experience online users love. The State Street Exchange, better known as Greenfield Liquors is a great example. Using online video, Lizan of Greenfield Liquors gives out free recipes on her blog. "As a result, she has been featured in The Indianapolis Star, which is over 20 miles from her store," as Baggott has written.  More to the point -- combining online video with blogging has a tremendous return on investment. "Things that she blogs about, she is now buying by the case," writes Baggott. 

The best thing about blogging is storytelling. It's the oldest form of communication known to man, and, quite honestly, the most effective. Good storytelling engages, enlightens, entertains and empowers people. It builds tremendous trust, creates loyal customers and attracts new ones too. Try mixing online video with your blog and discover the possibilities.