So Why Do Corporations Want to Blog?
July 15, 2007 5:46 PM | Written by Yan Shikhvarger
I hope it's not because "everyone else has a blog." However, many companies, from Fortune 500 to your "local" online retailers have started blogs. It takes resources, many meetings, editorial policies, etc... so why do it?
So let's get into the good reasons...Blogs can:
1) Position a company as a thought leader - Typically an executive will blog on industry issues and provide an expert and insider viewpoint. Examples are a blog by SUN's Jonathan Schwartz and Boeing's Randy Tinseth
2) Be used as a communications vehicle - A corporation may use its blog as a bullhorn to communicate its position when a standard press release may not be appropriate. GM, for example, used its blog to respond to a scathing NYT Thomas Friedman editorial. Recently, J&J launched a blog with potentially this reason in mind as well.
3) Build a loyal audience - a well-written blog can get users to come back to the site and frequently interact with the brand. The online clothing retailer, BlueFly, has a blog which reviews general fashion trends. This would appeal to customers that may not be currently in a purchasing mindset but this blog will keep BlueFly top of mind.
4) Create internal brand ambassadors - chances are that employees want to blog. They want a voice and already happen to be experts on relevant topics. Therefore, allowing employees to blog functions as an internal "employee marketing" program that positions employees as topic experts.
Please comment if you want to contribute a reason or just to comment on the above.
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Comments (2)
July 20, 2007 9:40 AM, Posted by Corinne
Not all corporate blogs have to be external ones. Internal blogs can also encourage conversations between employees and departments.
Too often, there can be a disconnect between departments, and whole projects/campaigns can fall apart because of one misunderstanding (even during meetings designed to prevent that sort of thing). Having an internal blog can put all ideas in one place -- where any employee can access it at any time.
September 25, 2007 3:42 AM, Posted by Roland Wei
Really impressed with the 4 reasons
Blog will build a connection of an interactive group, positive side and negative side will join together.
Corporate blog will be a global flue trend I believe. But right now in china there are only few corporate blogs.
For internal usage, really amazing, i had read some others company's internal blog. really tight up people and shared the experiences. really helpful sometimes.