In today's economy, corporate Blog is published and used by an organization to reach its organizational goals. Corporate Blogging refers to a company producing or supporting a blog that it uses to accomplish business objectives.
It has three types which are external blog, internal blog and CEO Blog. Internal blog is a weblog that any employee can view, it encourage employee participation, free discussion of issues, direct communication between various layers of organization and is a sense of community. On the other hands, external blogs is a publicly available weblog where company employees, teams, or it often used to announce new products or new services, to explain and clarify policies, or to react on public criticism on certain issue. It is useful in company marketing communication, the marketer can asking the user for feedback, doing product testing or shows marketing plans to the customer through the blog.
Moreover, corporate weblogs, or “blogs”, are a great, cost-effective way to engage customers, fellow professionals. Besides that, employees on blogs communicate with customers, with business partners and anyone else about a wide array of business topics. How can you benefit from promoting corporate blogging within your company? Depending on the company or your business model, corporate blogging can help your company feel more human to the world and it is a way for your company to become intertwined with the Internet community. If your corporate blog gains popularity, you could have thousands of people subscribing to your feeds. This can equate to instant success and popularity of your products. For examples:
Companies like Adobe, Dell, and Wal-Mart are getting into the blogosphere because it’s imperative for their competitive advantage, for corporate marketers to do things right and to also blog for the right purposes. Blogging is inescapable for corporations and with a renewed focus on figuring out the ROI of blogging, corporate marketers can soon start blogging without fear and with a reason.
Pros:
~Reach more employees with a single message
~Be more accessible
~Create a searchable archive of thoughts and ideas
~Employees' questions and feedback will be permanently recorded on a blog
~Reach more employees with a single message
~Be more accessible
~Create a searchable archive of thoughts and ideas
~Employees' questions and feedback will be permanently recorded on a blog
Cons:
~Need to master a new style of communicating
~Creates an expectation that you will post regularly
~Puts the CEO “out there” and writing ability and though process will be scrutinized—at least initially
~The writing can be difficult unless the CEO loves to write (in which case this becomes a positive)
~Need to master a new style of communicating
~Creates an expectation that you will post regularly
~Puts the CEO “out there” and writing ability and though process will be scrutinized—at least initially
~The writing can be difficult unless the CEO loves to write (in which case this becomes a positive)
Corporate blog examples
Jonathan’s Blog - The blog of Jonathan Schwartz, CEO of Sun Microsystems. Although John is the CEO of a USD$15 billion company, he blogs just like a regular guy.
The Official Google Blog - My favorite corporate blog, the Google blog gives you a peek into the internet giant’s products, technology and culture and frequently features manager’s blogging about the projects they work on.
Blue Flavor Blog - Blue Flavor is another successful small business that effectively employs a thought leadership strategy in their blog.
Exabyte Blog - Another Malaysian blog, the Exabyte Blog does a good job of humanizing a ‘virtual’ company and notifying readers of special offers.
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