A recent Forrester survey of 189 companies found that 38% rated blogging marginal to marketing and 15 % said blogs were irrelevant. My experience is that many who get into blogs have unrealistic expectations, set irrelevant measures and “ROI” goals, and view blogs as a campaign tactic, which they most definitely are not. (Another observation: many quickly run out of things to blog about, often a sign that they’re not passionate or knowledgeable about their field.)

The bigger point is that people today expect a more social, casual style of business communications. In writing style. And in being able to post a comment or talk back.

The value of blogging done right is that it breaks the old corporate speak iceberg. Soon there will no longer be a corporate Web site and separate blogs. Good business Web sites will be blog-like in style and the ability for people to comment.

However, this means that businesses need to be more interesting, provide more valuable content and ideas to people who take the time to go to their site/blogs, have a point of view on trends in their industries, and thoughtfully respond to comments.

It also means that many, many communications and marketing people have to relearn communications skills.

But if all this change helps customers more quickly get to know your company — making it easier for them to make a decision and buy — it’s well worth the change. And that’s where the marketing real payoff comes in.

PS - Thanks to my friend and Israeli management consultant Dov Gordon for the heads up on the Forrester study. Check out his new article, “Spitting in the Wind: A Single Obvious Insight to Sharpen and Focus Your Strategy.”