One of Saturday’s keynote speakers at Blogworld Expo was Richard Jalichandra from Technorati. He let us know that starting Monday (today) and going through Friday, Technorati would be posting its State of the Blogosphere report. It provides an in depth look at what’s happening with blogs, bloggers and their readers.

One of my key takeaways on today’s report is this little nugget:

Whether or not a brand has launched a social media strategy, more likely than not, it’s already present in the Blogosphere. Four in five bloggers post brand or product reviews, with 37% posting them frequently. 90% of bloggers say they post about the brands, music, movies and books that they love (or hate).

Company information or gossip and everyday retail experiences are fodder for the majority of bloggers.

So whether you’re actively paying attention or not, the discussion is happening. Be a part of it. It’s much better for your brand if you do.

Even Bill Marriott (or his team) are doing it and as a former Marriotter I gotta say, that’s a cultural shift I wouldn’t have expected but is worth applauding.