A corporate blog is a weblog published and used by an organization to reach its organizational goals. The purposes of blog usage can be grouped in three major fields which are brand building (incl. leadership), customer service (inc. product development) and promotion (incl. sponsorship and advertising). The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. Currently, all 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, which is very useful for low-volume blogs. There are two types of corporate blogs which are external and internal.
Internal Blogs
An internal blog, generally accessed through the corporation's Intranet, is a weblog that any employee can view. Many blogs are also communal, allowing anyone to post to them. The informal nature of blogs may encourage:
- employee participation
- free discussion of issues
- collective intelligence
- direct communication between various layers of an organization
- a sense of community
Internal blogs may be used in lieu of meetings and e-mail discussions, and can be especially useful when the people involved are in different locations, or have conflicting schedules. Blogs may also allow individuals who otherwise would not have been aware of or invited to participate in a discussion to contribute their expertise.
External Blogs
An external blog is a publicly available weblog where company employees, teams, or spokespersons share their views. It is often used to announce new products and services (or the end of old products), to explain and clarify policies, or to react on public criticism on certain issues. It also allows a window to the company culture and is often treated more informally than traditional press releases, though a corporate blog often tries to accomplish similar goals as press releases do. In some corporate blogs, all posts go through a review before they're posted. Some corporate blogs, but not all, allow comments to be made to the posts.
External corporate blogs, by their very nature, are biased, though they can also offer a more honest and direct view than traditional communication channels. Nevertheless, they remain public relations tools.
Marketers might expect to have product evangelists or influencers among the audience of an external blog. Once they find them, they may treat them like VIPs, asking them for feedback on exclusive previews, product testing, marketing plans, customer services audits, etc.
The business blog can provide additional value by adding a level of credibility that is often unobtainable from a standard corporate site. The informality and increased timeliness of information posted to blogs assists with increasing transparency and accessibility in the corporate image. Business blogs 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.
The key prerequisites for successful corporate blogs are:
- Symmetric communication (include using comments)
- Informal language
- Dialogue with readers which results in creating virtual community, regular postings,
- Integration with other media and other content.
- Clear rules and purpose of publishing (regulations).
Setting-up corporate blog often leads to challenges concerning the coordination of the overall on-line communication as companies use various other tools: corporate web pages, product or event sites and co-branded content via e-media presence.
Here are some challenges of corporate blogging:
- Most don’t receive a lot of traffic: It is difficult to hit the marketplace as they wish.
- May require a lot of time: It takes time to set up and update the blogs.
- Being conversational is unnatural: It is difficult to dictates the voice and spirit of blogs created by employees.
- As employee bloggers become popular, brands get concerned: Blogger has become more popular than the blog itself.
- Our employees don’t represent our brand: Some employees may cast the brand name in the wrong way.f. Hard to measure success: There is no specific number or formula to measure the success of a corporate blog.