Bloggers like Ben Langhinrichs (at http://www.geniisoft.com/showcase.nsf/GeniiBlog) and Rocky Oliver (at http://www.lotusgeek.com) have businesses that benefit from their exposure via blogging. Expertise that is shared through the blog allows potential clients to learn more about them and to experience the level of their work.

But just because you decide to share technical expertise doesn't mean you are restricted to that. Remember, it's your blog, and you can go anywhere you want. Some bloggers, like Joe Litton maintain both a technical (at http://joelitton.net/) and personal (at http://littlejoe.typepad.com/blog/) blog. That way, they can separate the content that appeals to different audiences.

Another prime example of that is Ed Brill. He has his own blog (at http://www.edbrill.com/ebrill/edbrill.nsf) and an official IBM blog (at http://www.lotus.com/rw/eblog.nsf). He walks a fine line knowing that what he says in either site will be read and interpreted by others. But to his credit, he does a great job at it. And kudos to IBM in letting him have the freedom to write both of them.

Others, such as myself (at http://www.twduff.com/), blend professional and personal items into the same site. You might find a recap of my kids last hockey game followed by a technical book review. Everyone has to find the balance that feels right to them. Personally, I like having personal aspects appearing in a blog. It adds "flesh" to your virtual relationships, and you develop a feeling of family. We've had bloggers go through hard times (such as Bruce Elgort at http://www.bruceelgort.com/blogs/be.nsf), and it's amazing to see the outpouring of support from people they have never met.

And finally, one of the top benefits of blogging is the ability to network. Rocky Oliver had a great blog entry about personal networking and how blogging can be a critical part of that (at http://www.lotusgeek.com/SapphireOak/LotusGeekBlog.nsf/plinks/ROLR-5S6K4A). I've met a number of people at meetings who have introduced themselves and said "I like reading your blog". It's a little unnerving, to say the least, but you realize you have connections you didn't know were there.

Running my blog was responsible for contacts that led to an article series in Advisor as well as the opportunity to speak at Lotusphere in 2004. While it may have happened without the blog, I would venture to guess that the odds would have been much lower (and I would have been not been going to Orlando in January).

Ok...you've seen the light, and you're thinking you'd like to dip your toe in the blogging ocean. How do you start? It's easy.

There are a number of sites that will offer free hosting of basic blogs. One of the most common sites (and the one I started with) is Blogspot. You can set up a blog in a few minutes, choose a design, and get a URL that you can start giving out to your friends and family. I would highly recommend this approach if you're wondering whether this will be a long term thing or not. However, don't feel bad if you decide it's not something you want to do long-term. Studies have shown that a large percentage of blogs (like 66%) are abandoned within a couple of months. It is a commitment to keep one going, in that you have to come up with things to write about on a consistent basis. But the return on that time investment can be quite substantial, both professionally and emotionally.