A good blog post is in essence a question; purposefully opinionated, or better yet, outright wrong. It demands interaction.
The blogger’s job is to provide the question, provoke debate, and invite the community at large to pool its immense knowledge and take the conversation further (a characteristic which distinguishes the blogger from the journalist). The conversation is the reason why we prefer blogs. If it weren’t for the dialog between writer and reader, we may as well just pick up a newspaper or listen to the damn radio.
This is how it was always supposed to be. But typically, either this conversation does not really happen at all, or else it is so slow and disjointed as to suck the life out of the whole process. Blogging platforms and the blogosphere as a whole have failed miserably at enabling effective conversation.
But it would appear that the landscape changing, and that the evolution of conversation is changing the nature of blogging itself. To demonstrate this, we look at a particular, regular post by Robert Scoble, and look at how the conversation now shifts from one forum to another (and more importantly, why). This will demonstrate how the blogosphere is becoming less about the blog, and more about the conversation.
This trend has wide-ranging implications, and points the way for future web communication, both in the blogosphere and beyond.