by: Karoline White
Web logs, popularly known as blogs, have become one of the hottest communication tools on the Web. Offering the opportunity for anyone to create their own free Web site, encouraging opinions and interaction, blogs provide forums for individuals to create their own highly personal presentations to the Web audience, and for consortia of all types to experience the sort of online community feeling that was pioneered by early newsgroups and by the phenomenal success of AOL in the 1990s.
Blogs have reached into the corporate and government sectors as well. A prominent federal magazine suggests that some company employees spend more time blogging than on personal e-mail, an average of over an hour a day. What started out as an outlet for teenage expression and grassroots journalism has turned into a lucrative communications tool for small and large businesses alike.
General Motors’ Vice Chairman, Bob Lutz, turned to the company’s blog when rumors surfaced about the discontinuation of the Pontiac and Buick brands. It became a means for a direct response, a way to talk to their consumers unfiltered.
Other companies such as Sun Microsystems and Microsoft are also recognizing the impact of blogging in their relationships with their customers and employees. In an article dated June 5, 2005, The Washington Post proposed that there were more than 100 official corporate blogs in existence, with hundreds more on the horizon.
Although the a major newspaper called blogging “ephemeral, fast-paced and scathingly opinionated,” blogs continue to grow steadily in the corporate world and companies are realizing their value.
Corporate Blogging
Internal Communication
Corporate Blogging refers to a company producing or supporting a blog that it uses to accomplish business objectives. A blog can serve many purposes in a corporate setting. Internally, a blog can be a forum for discussion about work-related issues. The informal atmosphere is encouraging to internal corporate communication. From small-scale discussions to virtual “town meetings,” in which employees at all levels feel that they can be heard, blogs promote collaboration and knowledge sharing.
Blogging can help establish a company or employee as an expert in their field. By posting information about a certain topic, a person exhibits their knowledge of the subject matter, setting himself up as an authority. People will come to equate the site and the author with that topic. This reputation for subject mastery and expertise can boost your sales and consumer opinion.
A blog can be an interactive addition to an intranet or e-mail newsletters. Since automatic update notification is possible on blogs, people are more likely to stay on top of the latest postings.
Public Communication
Blogs can be used to communicate to prospects, clients, employees and the media. Press releases and project updates can be posted, as well as job opportunities or information that the company wants to distribute outside of the normal news channels.
A blog can strengthen the bonds between the company and its customers. When a company presents itself honestly and transparently, it not only builds trust, but instills loyalty as well. Customers are more likely to work with a company they feel they know better than another. Blogs allow for that informal communication. They create good word-of-mouth among customers who don’t read the trade magazines or business pages. The nature of a blog fosters that image of transparency and openness for a company. Most people prefer companies who are honest in their dealings and frank about their issues. As seen in the media with the Dan Rather case, a blog can illuminate the truth through encouraging people to share what they know.
Blogging also reflects forward thinking. By staying current with the technological trends, you give your company a fresh image.
A blog can serve as a recruiting method. Interested job seekers can examine the company by reading its blog.
When testing a new product or service, a blog is an excellent place to give more detailed instructions or receive feedback.
Although, comments can be negative. Not everyone will agree with what is said on a blog. Instead of preventing them, welcome the constructive criticism and edit comments only to remove profanity and personal attacks.
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Web logs, popularly known as blogs, have become one of the hottest communication tools on the Web. Offering the opportunity for anyone to create their own free Web site, encouraging opinions and interaction, blogs provide forums for individuals to create their own highly personal presentations to the Web audience, and for consortia of all types to experience the sort of online community feeling that was pioneered by early newsgroups and by the phenomenal success of AOL in the 1990s.
Blogs have reached into the corporate and government sectors as well. A prominent federal magazine suggests that some company employees spend more time blogging than on personal e-mail, an average of over an hour a day. What started out as an outlet for teenage expression and grassroots journalism has turned into a lucrative communications tool for small and large businesses alike.
General Motors’ Vice Chairman, Bob Lutz, turned to the company’s blog when rumors surfaced about the discontinuation of the Pontiac and Buick brands. It became a means for a direct response, a way to talk to their consumers unfiltered.
Other companies such as Sun Microsystems and Microsoft are also recognizing the impact of blogging in their relationships with their customers and employees. In an article dated June 5, 2005, The Washington Post proposed that there were more than 100 official corporate blogs in existence, with hundreds more on the horizon.
Although the a major newspaper called blogging “ephemeral, fast-paced and scathingly opinionated,” blogs continue to grow steadily in the corporate world and companies are realizing their value.
Corporate Blogging
Internal Communication
Corporate Blogging refers to a company producing or supporting a blog that it uses to accomplish business objectives. A blog can serve many purposes in a corporate setting. Internally, a blog can be a forum for discussion about work-related issues. The informal atmosphere is encouraging to internal corporate communication. From small-scale discussions to virtual “town meetings,” in which employees at all levels feel that they can be heard, blogs promote collaboration and knowledge sharing.
Blogging can help establish a company or employee as an expert in their field. By posting information about a certain topic, a person exhibits their knowledge of the subject matter, setting himself up as an authority. People will come to equate the site and the author with that topic. This reputation for subject mastery and expertise can boost your sales and consumer opinion.
A blog can be an interactive addition to an intranet or e-mail newsletters. Since automatic update notification is possible on blogs, people are more likely to stay on top of the latest postings.
Public Communication
Blogs can be used to communicate to prospects, clients, employees and the media. Press releases and project updates can be posted, as well as job opportunities or information that the company wants to distribute outside of the normal news channels.
A blog can strengthen the bonds between the company and its customers. When a company presents itself honestly and transparently, it not only builds trust, but instills loyalty as well. Customers are more likely to work with a company they feel they know better than another. Blogs allow for that informal communication. They create good word-of-mouth among customers who don’t read the trade magazines or business pages. The nature of a blog fosters that image of transparency and openness for a company. Most people prefer companies who are honest in their dealings and frank about their issues. As seen in the media with the Dan Rather case, a blog can illuminate the truth through encouraging people to share what they know.
Blogging also reflects forward thinking. By staying current with the technological trends, you give your company a fresh image.
A blog can serve as a recruiting method. Interested job seekers can examine the company by reading its blog.
When testing a new product or service, a blog is an excellent place to give more detailed instructions or receive feedback.
Although, comments can be negative. Not everyone will agree with what is said on a blog. Instead of preventing them, welcome the constructive criticism and edit comments only to remove profanity and personal attacks.
Other Articles
The Future Of Next Generation Weblogs
Blogging For Business - Great Reasons For Every Business To
Finding DoFollow Sites
Why Blog? (2)
Why Blog?
12 Reasons Why You Need A Blog (2)
12 Reasons Why You Need A Blog
A Person Is Known By the Blog He Keeps
Blog Your Business
Blogosphere Networking
The Secrets of Corporate Blogging Part 2
The Secrets of Corporate Blogging
7 Questions To Ask Yourself BEFORE Starting A Business
Should Bloggers be Helping Google Fix Their PageRank System?
Making Money With Your Blog
Search Engine Optimization For Blogs
Small Business: To Blog or Not To Blog
How To Boost Traffic To Your Blog: SEO for Bloggers
24 Tips and Strategies on How Everyone Can Blog Right andGet Part 4
24 Tips and Strategies on How Everyone Can Blog Right andGet Part 3
24 Tips and Strategies on How Everyone Can Blog Right andGet Part 2
24 Tips and Strategies on How Everyone Can Blog Right andGet
7 Tips for Successful Blogging
13 Steps to Successful Blogging Part 2
13 Steps to Successful Blogging
Writing Good Blogs
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