Corporate blogging is commonly published and used by an organization to reach its organizational goals. It become one of the most cost-effective Internet marketing tools due to companies’ growing need to interact with potential and existing customers. One of the earliest and the most influential company blogs was Fastlane
which is a company blog in General Motors (GM) managed by Bob Lutz, the vice president of the company. It was created in January 2005 to listen customers’ complains about one of GM’s car brands, Pontiac.
Corporate blog enable that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. Currently, there are some major browsers (including Firefox, Opera, Safari and Internet Explorer 7) support
RSS technology, which enables readers to easily read recent posts without actually visiting the blog and it is very useful for low-volume blogs. However, certain corporate blogs might have a very high number of subscribers. Marketers might expect to have product evangelists or influencers among the audience of an external blog. Once they find their audience, they may treat them like VIPs and asking them for their feedback on exclusive previews, product testing, marketing plans, customer services audits and etc.
One of the successful blogs is Dell. Though Dell’s corporate blog, the company posts with a great conversational voice which often breaks news on their blog (which keeps people coming back) and listens and responds to customers. Dell also updates their posts regularly (at least 1-2 posts per day) which keeps content fresh and encourages repeat visits. Another successful blog is Adobe as they offers a huge collection of employee blogs and many of it is great to reads. By allowing employees to blog, Adobe has empowered them to evangelize their products for them as many post tutorials, advice and reviews in promoting Adobe products
Pros of corporate blogging
Corporate blogging is a way of promoting anything that may be public relations, marketing a new product, improving their brand image and also for research. It can be mean that corporate blog is a great tool for promoting a business as it can help in interacting with users easily and display their feedback. And when other people view the testimonials made by the customers, they may be satisfied that the company is listened to their opinion. Besides that, corporate blogging also able to achieve the goal of organization because the company expands as it caters the online customers who come across it and deal with them in a less formal environment, providing feedback and comments. The blog become a new less time consuming and less expensive way to reach potential and current customers. It also breaks down the wall between the business and the customer, creating a stronger relationship and greater responsiveness.
Furthermore, corporate blogging can provide additional value by adding a level of credibility that is often unobtainable from a standard corporate site. And as a result, the informality and increased in timeliness of information posted to blogs will assists with increasing transparency and accessibility in the corporate image. It also can interact with a target market on a more personal level while building link credibility that can ultimately be tied back to the corporate site. Further it also will enable company to do public speaking, build trustworthiness for them and also boost up the company credentials.
Moreover, instant feedback and communication can be reaching by using corporate blogging. As it can be see that if a customer has something to say or ask, it is easy to do it in the comments of the blog. Besides that, it is also a good way for a company to deal with criticism and other crises in order for the blogger to respond instantly. It can prove that they are genuinely interested in communicating with customers and bettering their services or products. And as a result, it can change overall perceptions of a brand.
Next is new content can be made ready available at a fair regular rate. This is because with RSS readers, it is easy to stay on top of their favorite blogs. And with a corporate blog, it is the best way to reach a lot of readers quickly so that their brand can stay fresh in their customer’s mind. It is also an easy way for them to update their content regularly without having to fuss with HTML or the actual webpage itself.
Cons of Corporate Blogging
The most common risk is that negative comments may arise and companies are often very sensitive to the criticism. This is because negative comments can be offset somewhat with a consistent and clear comment and also moderation policy. Further, readers tend to more trust on a site that includes both positive and negative information.
Besides that, corporate blog may lead to misunderstanding the audience. This is because blog audience is not same as the company typical customer base and properly they are universally more tech-savvy and up-to-date on industry news. They also may be more passionate about the company products and the organization itself and also likely to be highly critical of dishonesty or insincerity.
Furthermore, the strengths of corporate blog may be considere
d as the roadblock to starting the blog itself. 'Costs in terms of man hours' was seen as the biggest potential roadblock to starting a blog. This is because in the nature of blogs, the requirement to post a lot of comments will requires a lot of discipline to post those comments on a regular basis. Therefore, before starting a blog, it is important to develop good solid content strategies such as conducting interviews, reading other blogs, surveying your audience and employees on a regular basis and also keeping current on industry trends.
Moreover, 'Legal liability' was the next most important factor that arise the corporate blogging risk. Companies are thinking about and seeking advice from colleagues or industry bloggers that will help them to mitigate any posts that might cause liability. They are now developing corporate blogging policies based on blogger experience and legal advice. They are also tending to review the other company blogging policies which can help them to develop their own policy in order to mitigate any liability.
http://www.scoutblogging.com/2006/04/what_are_the_benefits_of_corpo.html
http://en.wikipedia.org/wiki/Corporate_blog
http://www.proceedings2008.imcsit.org/pliks/127.pdf
http://blog.precedent.co.uk/unprecedented/2008/06/16/br-blog-relation-a-new-way-of-marketing-communication/
http://money.cnn.com/2006/02/28/news/companies/pluggedin_fortune/index.htm
http://www.corporateblogging.info/2006/04/this-is-now-archive.asp
which is a company blog in General Motors (GM) managed by Bob Lutz, the vice president of the company. It was created in January 2005 to listen customers’ complains about one of GM’s car brands, Pontiac.Corporate blog enable that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. Currently, there are some major browsers (including Firefox, Opera, Safari and Internet Explorer 7) support
RSS technology, which enables readers to easily read recent posts without actually visiting the blog and it is very useful for low-volume blogs. However, certain corporate blogs might have a very high number of subscribers. Marketers might expect to have product evangelists or influencers among the audience of an external blog. Once they find their audience, they may treat them like VIPs and asking them for their feedback on exclusive previews, product testing, marketing plans, customer services audits and etc.
One of the successful blogs is Dell. Though Dell’s corporate blog, the company posts with a great conversational voice which often breaks news on their blog (which keeps people coming back) and listens and responds to customers. Dell also updates their posts regularly (at least 1-2 posts per day) which keeps content fresh and encourages repeat visits. Another successful blog is Adobe as they offers a huge collection of employee blogs and many of it is great to reads. By allowing employees to blog, Adobe has empowered them to evangelize their products for them as many post tutorials, advice and reviews in promoting Adobe products
Pros of corporate blogging
Corporate blogging is a way of promoting anything that may be public relations, marketing a new product, improving their brand image and also for research. It can be mean that corporate blog is a great tool for promoting a business as it can help in interacting with users easily and display their feedback. And when other people view the testimonials made by the customers, they may be satisfied that the company is listened to their opinion. Besides that, corporate blogging also able to achieve the goal of organization because the company expands as it caters the online customers who come across it and deal with them in a less formal environment, providing feedback and comments. The blog become a new less time consuming and less expensive way to reach potential and current customers. It also breaks down the wall between the business and the customer, creating a stronger relationship and greater responsiveness.
Furthermore, corporate blogging can provide additional value by adding a level of credibility that is often unobtainable from a standard corporate site. And as a result, the informality and increased in timeliness of information posted to blogs will assists with increasing transparency and accessibility in the corporate image. It also can interact with a target market on a more personal level while building link credibility that can ultimately be tied back to the corporate site. Further it also will enable company to do public speaking, build trustworthiness for them and also boost up the company credentials.
Moreover, instant feedback and communication can be reaching by using corporate blogging. As it can be see that if a customer has something to say or ask, it is easy to do it in the comments of the blog. Besides that, it is also a good way for a company to deal with criticism and other crises in order for the blogger to respond instantly. It can prove that they are genuinely interested in communicating with customers and bettering their services or products. And as a result, it can change overall perceptions of a brand.
Next is new content can be made ready available at a fair regular rate. This is because with RSS readers, it is easy to stay on top of their favorite blogs. And with a corporate blog, it is the best way to reach a lot of readers quickly so that their brand can stay fresh in their customer’s mind. It is also an easy way for them to update their content regularly without having to fuss with HTML or the actual webpage itself.Cons of Corporate Blogging
The most common risk is that negative comments may arise and companies are often very sensitive to the criticism. This is because negative comments can be offset somewhat with a consistent and clear comment and also moderation policy. Further, readers tend to more trust on a site that includes both positive and negative information.
Besides that, corporate blog may lead to misunderstanding the audience. This is because blog audience is not same as the company typical customer base and properly they are universally more tech-savvy and up-to-date on industry news. They also may be more passionate about the company products and the organization itself and also likely to be highly critical of dishonesty or insincerity.
Furthermore, the strengths of corporate blog may be considere
d as the roadblock to starting the blog itself. 'Costs in terms of man hours' was seen as the biggest potential roadblock to starting a blog. This is because in the nature of blogs, the requirement to post a lot of comments will requires a lot of discipline to post those comments on a regular basis. Therefore, before starting a blog, it is important to develop good solid content strategies such as conducting interviews, reading other blogs, surveying your audience and employees on a regular basis and also keeping current on industry trends.Moreover, 'Legal liability' was the next most important factor that arise the corporate blogging risk. Companies are thinking about and seeking advice from colleagues or industry bloggers that will help them to mitigate any posts that might cause liability. They are now developing corporate blogging policies based on blogger experience and legal advice. They are also tending to review the other company blogging policies which can help them to develop their own policy in order to mitigate any liability.
http://www.scoutblogging.com/2006/04/what_are_the_benefits_of_corpo.html
http://en.wikipedia.org/wiki/Corporate_blog
http://www.proceedings2008.imcsit.org/pliks/127.pdf
http://blog.precedent.co.uk/unprecedented/2008/06/16/br-blog-relation-a-new-way-of-marketing-communication/
http://money.cnn.com/2006/02/28/news/companies/pluggedin_fortune/index.htm
http://www.corporateblogging.info/2006/04/this-is-now-archive.asp
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