A corporate blog is a weblog published and used by the organization to reach its organizational goals http://en.wikipedia.org/wiki/Corporate_blog. Corporate blogs have become an easy-to-access window for most companies to communicate with their customers. Corporate blogs primarily are used for national branding. They allow companies to present accurate information without the filter of the media or advertising. Examples of reasons to start a corporate blog would include: Employment Branding, Product Launch, Public Relations, Marketing Campaigns, Consulting Services, Vendor Relations, Media Relations, and Innovative Ideas used to established Industry Expertise.
Advantages of Corporate Blogging
1) Help the organization develop stronger relationships and brand loyalty with its customers, as they interact with the ‘human face’ of the organization through blogs.
2) In an intranet environment, can be an excellent way of sharing knowledge within the organization.
3) Can be a positive way of getting feedback, and keeping your finger on the pulse, as readers react to certain pieces, suggest story ideas, etc.
Advantages of Corporate Blogging
1) Help the organization develop stronger relationships and brand loyalty with its customers, as they interact with the ‘human face’ of the organization through blogs.
2) In an intranet environment, can be an excellent way of sharing knowledge within the organization.
3) Can be a positive way of getting feedback, and keeping your finger on the pulse, as readers react to certain pieces, suggest story ideas, etc.
4) Can build the profile of the writer, showcasing the organization as having talent and expertise.
Disadvantages of Corporate Blogging
1) Most people don't have very much to say that's interesting, and/or are unable to write down their ideas in a compelling and clear manner.
2) Like practically everything else on the Web, blogs are easy to start and hard to maintain. Writing coherently is one of the most difficult and time-consuming tasks for a human being to undertake. So, far from blogs being a cheap strategy, they are a very expensive one, in that they eat up time. As a result, many blogs are not updated, thus damaging rather than enhancing the reputation of the organization.
3) Organizations are not democracies. The Web makes many organizations look like disorganizations, with multiple tones and opinions. Contrary to what some might think, the average customer prefers it if the organization they are about to purchase from is at least somewhat coherent.
Disadvantages of Corporate Blogging
1) Most people don't have very much to say that's interesting, and/or are unable to write down their ideas in a compelling and clear manner.
2) Like practically everything else on the Web, blogs are easy to start and hard to maintain. Writing coherently is one of the most difficult and time-consuming tasks for a human being to undertake. So, far from blogs being a cheap strategy, they are a very expensive one, in that they eat up time. As a result, many blogs are not updated, thus damaging rather than enhancing the reputation of the organization.
3) Organizations are not democracies. The Web makes many organizations look like disorganizations, with multiple tones and opinions. Contrary to what some might think, the average customer prefers it if the organization they are about to purchase from is at least somewhat coherent.
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