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Oh Lord, BBC Business Editor, Robert Peston, is winding up the blogosphere.

OK, he’s become ubiquitous in recent weeks, but is it any surprise? If the most complicated piece of financial data you ever have to tackle is your bank statement, it needs someone good to explain what the hell is going on in the UK and world economy.

Now and then, a journalist comes along who polarises opinion. In the past, Jeremy Paxman and John Humphreys have been equally lauded and lamented for their attacking styles.

I’m far from qualified to analyse whether Peston’s work has any part to play in fuelling the market’s current woes. But it’s good to see a business journalist with a slightly ungainly manner getting people engaged with the biggest financial mess in years. It affects us all and we need someone with the brains to translate it for us.

The world of blogging, or should I say the Blogosphere, has had a thorough sifting and analysis thanks to leading blog search engine, Technorati. And some of the conclusions should add something to marketing departments’ “to do” lists.

The graph below shows the impact that blogging has had on professional and corporate bloggers, with the main benefit to businesses being a higher industry profile.

A good example of corporate blogging well done has to be that of Sun Microsystems’ CEO, Jonathan Schwartz, who manages to have a respectable blog “authority level” - that is the number of other blogs linking to your blog - without compromising the company’s image.

Social media expert, Chris Brogan, is one commentator who has lauded Schwartz’s blog for making the company appear human and having that extra, indefinable sheen that goes beyond pounds and pence.

Reading about sex in the tabloids is, well, unavoidable. But in the Guardian, it makes me feel slightly soiled. Still, the story about the “outing” of a Brit blogger, ChinaBounder, in China is instructive about the blogosphere generally.

ChinaBounder’s, ahem, enthusiastic online entries about his liaisons with Chinese women caused a storm with an influential Chinese blogger, whose denunciation of the bounder caused a flurry of visits to the offending blog. Now the guy’s got a book deal!

If you are an empassioned expert in your field and are willing to share your passion with the world, you are likely to spark debate, attract an increasing audience and plain get noticed.  Hopefully, unlike ChineseBounder, you won’t have to leave the country.