Here's a great post talking about how blogging isn't going away soon.  Some key stats from the article:
  • 77% of active Internet users read blogs.  I'd wager that a good percentage of your members (and prospects) are active Internet users.
  • 46% of bloggers are professionals.  That means that over 50% of the 184 million+ blogs out there are written by people with other jobs, just like you.

Your organization already has a following, offers certain benefits and certainly has something to say about the members and community you serve.  Start blogging!  (Or start blogging more). 

Here's a very good post about why you should start a blog and 25 tips to make it work. 

Also, are your members blogging?  Follow their blogs.  Find out what kinds of things they are doing to reach their clients.  Learn what business issues are important to them.  Then find ways to use blogging technology at your organization to engage your members.  As we've mentioned here before, getting them involved in the conversation can help you improve member retention and even lead to new member sales.