According to Wikipedia, a corporate blog is used by organizations to reach their organizational goals. Generally, corporate blogs can be categorized into two types- Internal and External.
Internal corporate blogs usually only allow the organization's employees to view them. The purpose of these blogs is to encourage employees’ participation, enable free discussion of issues, collection of intelligence, and as a direct communication between various layers of the organization and others.
External corporate blogs usually are opened to the public And this kind of publicly available blogs are often used to publish new products and services, to define organization policies, as well as to react on public criticisms and or comments on the organizations since some of these blogs allow comments to be made. In fact, external corporate blogs are biased in the sense that they offer a more honest and direct view, compared to traditional communication channels. Of course, marketers might be expected to have an influencing effect among the audience of external corporate blogs.
The motive in general of creating a corporate blog is to increase the informality of the communication experience in a blog; the timeliness of information posted on the blog could also increase the transparency of a corporation's activities. Last but not least, it allows the corporate organization to interact easily with a target market on a more personal level.
In order to reach buyers through online communication, it can be done by using email marketing, media, or corporate websites. But nowadays, corporate blogs have become an important tool in the marketing world. This is due to the fact that corporate blogs can reach lots of people without costly payments.
In fact, marketing professionals can make use of the blog posts to dispense information to a combination of buyers, existing customers and influencers such as the media. The contents covered should not be limited to the organization and its products only, but they can also be extended to issues happening in the industry's marketplace. This is because people read blogs to find honest comments about a subject, and if corporate blogs are interesting and provide valuable information, their readership will increase. Click here Corporate Blogs for Technology Businesses
Below are some tips which could help organizations to implement a successful corporate blog. Click here Corporate Blogging Tips
Choosing a blog name and theme
Choosing a suitable blog name with a focused theme is essential because it defines the value that it is bringing to customers.
Establish content
The blog should provide important information for interested customers i. For instance, a clear goal and plausible content in a blog will allow users to know what the corporate blog is all about and understand what they may find in the corporate blog.
Select bloggers
Select individuals that are knowledgeable as the corporate bloggers in order to write well about areas that the organization wish to cover. In addition, the organization is recommended to provide a measure of freedom and independence for the corporate bloggers to be themselves, as this would definitely encourage them to have their own personalities and writing styles. Bear in mind that a blog is about a connection between people, not a corporation.
Allow criticisms and get social
Organisations should welcome criticisms on the blogs as an opportunity for feedback and improvement. Therefore, corporate blogs are encouraged to be open for public comments and opinions.
Promote blog
Corporate blogs' URLs should be promoted either using corporate websites, social networks such as Facebook, on business cards, e-mails or advertisements to gain readers' attention.
Reference(s):
Corporate blog. (Jan 18, 2011). Retrieved Feb 23, 2011, from http://en.wikipedia.org/wiki/Corporate_blog
Scott, D. M. (n.d.). Corporate Blogs for Technology Businesses: Authentic Marketing at Work. Retrieved Feb 23, 2011, from http://www.pragmaticmarketing.com/publications/magazine/4/1/corporat e-blogs-for-technology-businesses
Swallow, E. (Jul 20, 2010). 10 Tips for Corporate Blogging. Retrieved Feb 23, 2011, from http://mashable.com/2010/07/20/corporate-blogging-tips/
I guess corporate blogging would be fun as long as the corporate bloggers like to express, honestly and sincerely, their feelings and opinions online.
ReplyDeleteAnonymous:
ReplyDeleteYes, corporate blogging is all about expressing the truthfulness of the contents. If a company selects corporate bloggers who are well-versed in their corporate contents, the number of readers will rise accordingly.
To allow criticisms in corporate blogging, does that really work?
ReplyDeletemc:
ReplyDeleteIt depends actually, on how much information the company wants to let their readers know. However, as mentioned before, one of the aims of corporate blogging is actually to enhance the truthfulness of their content, so it is best to open such content for comments and criticism or praise where due.