A recent study on the use of social media tools with Inc. 500 corporations supports the idea that blogging is officially a trend on the decline.

However, from my perspective, the real revelation from this study is more about how radically fast the communications playing field is changing than the decreasing metrics of any one channel. 

It’s insane how quickly things change. Five years ago, the idea of having a corporate blog was viewed in many circles as a fairly revolutionary way for businesses to foster a meaningful dialogue with their target audiences.

Now, a blog is just a one of many “check the box” avenues on the conversation superhighway that extends from Facebook, Twitter and LinkedIn to emerging platforms such as Pinterest. As each space continues to grow, putting yourself where your audience is becomes even more important. Just having a Facebook and Twitter presence isn’t enough – what matters is what that channel is producing to create engagement and show thought leadership.

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The one constant – i.e., the thing that often gets lost – is the need to produce good, smart and relevant content. Regardless of your company’s social tools of choice, if you create a steady flow of quality content, your audience will engage.

Without content, what conversations will you drive? What message are you sending your followers? What change will you inspire?

At the end of the day, isn’t that the only social media/business metric that truly matters? 

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– Janet Tyler is a co-CEO at Airfoil Public Relations, a high tech PR agency with offices in Silicon Valley and Detroit.