Businessmen from large and small firms alike will came together in London today for the annual Blogging4Business conference.
The conference attempts to provide businesses with some answers of how to adapt to the social networking phenomenon that has swept the web over the last year.
Although some firms have managed to harness the potential of blogging, such as Sun Microsystems, others have failed by not taking the consumer seriously, such as Wal-Mart which posted a fake blog advertising its stores.
Nathan Elliott, an analyst at the industry specialists Jupiter Research, told Media Guardian that business has to adapt to the new technology.
"There are any number of advertisers who will continue to throw banners at social media and treat it as if it was simply another online portal but the reality is, that has limited effectiveness," he said.
"In this environment the thing that advertisers need to understand, and which they find a little bit scary, is that they are not in charge any more."
