You know blogging has gone mainstream when air-conditioning contractors are doing it.

Washington Times has one of those where are they now articles about blogs, although this one is more informed than most. They profile the ACCA, the Air Conditioning Contractors of America, and their take up of blogging.

The blog, ACCA Buzz, invites the trade group's members to weigh in on topics such as air-filter sales, new refrigeration technologies and whether the Minnesota Twins manipulate their stadium's ventilation system to prevent home runs by visiting teams. Kevin W. Holland, the trade group's vice president of communications and membership comments:

Our members may not be your typical bloggers, but this works for us.

The article focuses on the point that we preach all the time:

The group is one of several businesses and organizations that are bypassing newspapers, magazines, billboards and other traditional media to take their message directly to consumers through blogs...

... Some news media analysts say blogging is a significant shift in the way people get their news and learn about new consumer products and services.

They mention mostly examples from politics and journalism, such as the Democratic Convention bloggers, or Andrew Sullivan and MSNBC host Chris Matthews and go over the often-chewed argument about blogging vs journalism. Yawn.

But they move on to corporate blogging:

Technology companies, specifically, like blogging because they think it appeals to customers who have grown weary of traditional marketing methods. Also, because many blogs are updated several times a day, customers keep coming back to check for new information.

The importance of clear guidelines and understanding of legal implications of turning their employees loose in cyberspace is highlighted:

"Blogging is just ripe for trouble," said Rose Kenyon, a Raleigh, N.C., lawyer who specializes in employment matters. Before a business gives workers permission to blog in the workplace, management should lay out clear guidelines and expectations.

Indeed and that is why we have our own bloglawyer, David Carr, to make sure that companies ready to dip their toes in the blogosphere, don't nose-dive. In fact, there are many lawyers hooked on blogging and there is a whole corner of the blogosphere occupied by lawyers. It's got to be a good thing, right? Right?

Not that bloggers are loosing sleep over whether anyone gives them permission for blogging or not. Phil Smith uses his blog to discuss his career, as well as his future political aspirations. He did not get his boss's permission before blogging, but doubts his employer has any problem with it.

I'm an American. I did the blog without really thinking about it.

Hm, where does that leave us, Britons?

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