Last week in my course on the Expert in the Digital Reality we talked about blogs. For an expert, a blog is a natural social media channel, because writing is usually his main work. So you might think it wouldn’t take much to expand his publishing activities into the online world. However, obstacles exist. Maintaining a blog requires commitment: new entries should appear at least once every couple of weeks. How do you find time to develop ideas and compose posts along with your current work? The best solution is to choose a theme for which topics and posts will emerge as by-products of your work. However, don’t limit your freedom too much; you may later want a wider range of expression. And here’s another challenge: what can you write about if you’re the representative of an organization? Keep in mind that a blog post resembles a newspaper column: it deals with current issues and requires a personal tone. At the same time, a disclaimer can enlighten the ignorant, as one research blog does: “Our bloggers tackle current topics and hope for dialogue. The views expressed do not necessarily reflect the organization’s official position.” A clear, even a strong perspective can invite readers to participate in the discussion. So, experts should start blogging boldly with their own voice, extending their expression and sharing their expertise in a more dynamic environment.