Do you know what is corporate blog is? According to Wikipedia, a corporate webblog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads.
Wikipedia goes on to explain two types of corporate blogs. Internal–meant for employees to view and comment on and external–published for the public to view.
Internal blogs are us
ed as a communication tool within the organization. They are usually placed on the company Intranet where only employees can view. These can be used in the meetings and e-mail discussions. They are very effective when schedules or employee locations make meetings impractical. Ideas can be categorized by topic, person and date, making archiving ideas and conversations easy.
Frequent uses: Build and strengthen organizational culture, communicate company knowledge and provide teams with an effective collaboration tool.
External blogs are a new public relations tool being used to engage the customer community. These are publicly viewable sites that act as a window into the company itself. They make product announcements, explain policies, rally support, react to criticism and communicate to the outside world. There is also a special type of external blog,
Frequent uses: To strengthen the brand, to build and strengthen relationships and to market or sell products and services.
On the whole, notwithstanding the fact that corporate blogging provides a good marketing platform to companies, i believe that to make it a success, companies need to put in a lot of effort as this medium requires a lot of time, resources, and, most importantly, commitment to transparency.
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