Brands and blogging don’t enjoy a marriage made in heaven. Blogs have the power to change behaviour. If your brand is going to blog you need to understand what you want to change about it. This is uncomfortable because brands usually like changing consumer behaviour not the other way round. There are no ‘old’ or ‘new’ media – there are communications media and social media. Communications media are the natural habitat of brands. Their use of social media is problematic. Social media demand that you trade control for influence. Unless brands are happy with this they should stay out of social media. Just use it to listen to the conversation. Social media is all about conversation. Brands only have a role if they can make the conversation more interesting. Media is only interesting as content distribution vehicle. And increasingly it will be free to use. Measureability of social media is an issue for brands. So far, social media can’t be measured so lets stop trying. We have to get comfortable with managing the immeasurable.